The goal was simple: Tell people they were eligible for affordable healthcare and make up for the 90% budget cuts set forth by our President.

First, we reached out to our friends and partners who possessed a unique skill set that allowed us to make difficult information easily digestible. We had to communicate clearly and efficiently and on a large scale. Healthcare is a complicated-enough issue, even without the hiccups of budget cuts.

The brief was straightforward: create content letting people know about the enrollment period, where to enroll, and make this very daunting process seem significantly less overwhelming. At the same time we were reaching out to our partners to join the Coverage Coalition, we were also generating work on our own – social posts, TV spots, radio ads, and OOH. Soon, our media partners helped us find stages to promote our creative, pushing enrollment numbers to record-breaking highs.

The goal was simple: Tell people they were eligible for affordable healthcare and make up for the 90% budget cuts set forth by our President.

First, we reached out to our friends and partners who possessed a unique skill set that allowed us to make difficult information easily digestible. We had to communicate clearly and efficiently and on a large scale. Healthcare is a complicated-enough issue, even without the hiccups of budget cuts.

The brief was straightforward: create content letting people know about the enrollment period, where to enroll, and make this very daunting process seem significantly less overwhelming. At the same time we were reaching out to our partners to join the Coverage Coalition, we were also generating work on our own – social posts, TV spots, radio ads, and OOH. Soon, our media partners helped us find stages to promote our creative, pushing enrollment numbers to record-breaking highs.

We already knew the why. But data helped us figure out the who, the what, the when, and the where.

At its best, data helps simplify complex problems and illuminate solutions. This is exactly what we needed in order to spread the word about the Affordable Care Act. After all, healthcare is frustratingly complicated (and daunting), especially with the wide variation in laws from state-to-state. And with limited time and funding, we needed to prioritize and focus our efforts.

With the help of data, we identified target audiences, priority markets, and key timing periods during the ACA open enrollment. Data informed not only our strategy, but our creative output and execution in order to be as impactful and effective as possible – allowing us to reach the right people, with the right message, at the right time, in the right way.

Without the help of data, we would not have been nearly as successful, effective, or impactful.

Agencies, design shops, and even production companies created content to spread the word. Park Pictures was able to create the Paul Revere spot in five days from start to finish. Media companies donated space across national TV, digital, radio, out-of-home and even Times Square and our Facebook Messenger chatbot helped users navigate the sign-up process.

The Coverage Coalition reached over 100 million people in the month and half campaign period. But the good news didn’t stop there. In the first week, enrollments were up 179% over 2016. The second week, enrollment was up 60%. In fact, every week of open enrollment was up over previous years.

The one thing Trump didn’t want to happen... did. In part, because concerned citizens stood up to say, 'If you're not going to tell America, we will.”

We couldn’t just tell people about the Affordable Care Act Open Enrollment. Awareness wasn’t enough. We needed people to visit healthcare.gov, learn about their healthcare options, and ultimately, sign up! This is a tall order for something as daunting and confusing as healthcare – especially during what Forbes called “the nuttiest Open Enrollment season ever.”

So we dug into the data – cross-referencing countless datasets about ACA enrollment, uninsured rates, and localized funding. We looked for patterns and trends in order to identify key markets, audiences, and opportunities to ensure we were most impactful and effective at driving action.

Data played an integral role in our strategy. We dug into ACA enrollment numbers at a state and county level, looking at uninsured rates and cutting the data by key demographics including age, race, ethnicity, and location. We examined data related to funding cuts to ACA, Navigator Programs, and Medicaid. Then, dug into data from past enrollment periods to identify sign-up trends by week, day, and even time of day. We also identified key markets, organizing and prioritizing states into tiers, including: current uninsured rates, past enrollment, and state-level funding and budget cuts.

It wasn’t enough to tell people. We needed people to visit healthcare.gov and sign up. Past enrollment data helped us develop a phased go-to-market strategy, plussing up efforts during key moments and evolving our messaging in order to ensure relevance and resonance as we got closer to the enrollment deadlines (which varied by state).

The Trump administration slashed the advertising budget for the Affordable Care Act by 90% and cut the enrollment period in half versus previous years. As a result, fewer people were going to know about their government funded healthcare options, and because of this, fewer people were likely to enroll.

In response, we formed the Coverage Coalition, a non-partisan consortium of concerned citizens to make up for the 90% budget cut. We would get the word out about the different healthcare options and help people enroll themselves and their family members.