Statewide Advertising Campaign (Nov. 2014 – Feb. 2015)
To support the November 15, 2014 – February 15, 2015 open enrollment period, Washington Healthplanfinder conducted a robust statewide advertising campaign to encourage residents to enroll or re-enroll in health insurance through Washington Healthplanfinder.
The advertising campaign was centered on the theme “It’s About Time You Got Health Insurance” and uses humor to show the lengths that people will go to avoid medical bills when they don’t have health insurance. Focus group research informed the creative concepts and helped identify top messages that motivate people to enroll: the financial implications of going without health coverage, the availability of free expert help, and the existence of low-cost health plans and financial help.
The two television ads, “Ankle” and “Rash,” present humorous scenarios where characters “work around” not having health insurance. A man with a broken ankle and a woman with a rash on her arm try to diagnose and treat their physical ailments through makeshift remedies instead of visiting the doctor. Each ad concludes with the question, “Isn’t it about time you got health insurance?”
The TV ads aired in all three Washington TV markets (Seattle-Tacoma, Spokane, and Yakima), and reached residents in the five Washington counties within the Portland TV market. A brand new partnership with Spanish-language television station Univision also began.
Online, Radio, Print, and Out-of-Home
In addition to television, there was advertising through digital, radio, print, and out-of-home to reach Washington residents where they live, work, play, and pray.
Online executions include banner ads, paid search, and social media to reach a highly-targeted audience of residents who were likely to be uninsured.
English and Spanish radio ads aired in Seattle, Spokane, Tri-Cities, Wenatchee, and Yakima, as well as rural radio stations.
Print ads translated into Chinese, English, Korean, Russian, Spanish, and Vietnamese reached residents through community publications.
Out-of-home placements included public transportation in Seattle and Spokane and through mobile bike messengers at high-traffic events across the state.
As a way to reach Latino audiences, Washington Healthplanfinder partnered with the Spanish-language television station, Univision. Univision developed a series of 30-second public service announcements, and anchor Jaime Mendez sat down for interviews with Spanish-speaking navigators to highlight the free, in-person help available. Univision also aired countdown reminders as the February 15, 2015 enrollment deadline approached. The campaign aired on Univision’s Seattle and Yakima stations, including promotion through social media.