Ad Campaign (Sept 2013 – Jan 2014)
Washington Healthplanfinder has expanded its consumer education effort with a unique statewide advertising campaign showcasing the new way consumers may compare and enroll in health plans and gain access to financial help starting Oct. 1, 2013. The ads are part of an integrated campaign that includes grassroots activities, social media, business outreach, and working with partners and media outlets throughout the state.
Advertisements and outreach materials were based on consumer research and testing among target audiences in Washington and are designed to emphasize unique features of Washington Healthplanfinder, such as the availability of low-cost plans, the ability to compare plans side by side, and the new financial help available to lower the costs of premiums and copays.
Television ads feature a character named “Chance,” who personifies the gamble of going without health insurance. She can turn up any time, any place. Each ad depicts a humorous take on a typical situation: a snowboarder tearing down a mountainside, or a woman in her backyard searching for the family cat. These everyday activities turned upside-down demonstrate risks that uninsured Washington residents could unexpectedly face to their health and financial security.
Online, Radio, Print, and Out-of-home:
Radio, online, print, and out-of-home advertising not only help amplify the message of the TV ads, but they provide ways to expand the campaign’s reach and highlight unique and important features of Washington Healthplanfinder. Radio ads are airing in English and Spanish, and print ads are being translated into Chinese, Korean, Russian, Spanish, and Vietnamese.
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