When the Affordable Care Act went into law in America, the federal government gave states funds and means to build exchanges for its citizens to shop, compare, buy and get tax subsidies for health care insurance.

In Oregon, the state exchange was formed in 2011-12 and by the start of 2013, Cover Oregon was ready to begin marketing communications. We were hired based on a strategy that recommended we rely on Oregon's rich legacy of championing social programs, uniting Oregonians around unprecedented access to health care insurance, then delivering the information and motivation necessary to drive enrollment.

For first five months, our goal was awareness, consideration and web traffic at the first open enrollment window in October of 2013. Post initial enrollment, our goal was to continue building brand equity/good will and develop a steady base of web traffic to ensure continued enrollment in future windows per the law as written in the Affordable Care Act.

The results to date have exceeded goals for awareness, trust and intention to purchase, post-campaign research shows. The online portal for Cover Oregon, has to date been dysfunctional. Despite that, enrollments are at 250,000, toward and 18-month target of 400,000

1) Awareness/Trust: inspired by Woodie Guthrie's work for Oregon's hydroelectric industry decades ago, we commissioned 25 musicians and visual artists to celebrate health care insurance for all through songs, videos and illustrations, only requirement to use the rallying cry, Long Live Oregonians. We used this content in all channels except print, where we educated Oregonians as to the benefits and process of enrolling.

2) Consideration/Enrollment: We Interviewed Oregonians to educate the process and affirm the benefits of Cover Oregon, used the interviews in tv, radio, web, along with online advertising and print as direct calls to action to enroll.

3) Grass roots efforts, from popular sponsorships to community fairs were unified by the rallying line of Long Live Oregonians to provide brand continuity throughout Oregonians' experience with Cover Oregon.

Awareness Results: Increase from 6% awareness to 73% awareness in only 3 months. Press in the New York Times, CBS News (national), PBS, the Wall Street Journal, USA Today, the Washington Post, and more than 50 other broadcast, online, and print publications.

Consideration Results: Post-research showed 41% favorable brand trust among all Oregonians.

Action Results: 600% increase in unique visits to CoverOregon.com, 1,100% increase in weekly email sign-ups and 250,000 enrollees.