Second Ad Campaign
Advertising Campaign (Feb. 2014 – Mar. 2014)
Our second advertising campaign highlighted the personal stories of residents who had enrolled in a new health plan through Washington Healthplanfinder. The ads complemented new outreach efforts at concerts and sporting events, like ice hockey and roller derby bouts. They were aimed at encouraging young adults, or the so-called “Young Invincibles” (ages of 18 to 34 years-old), to check out the new health plans and financial help available.
To create an attention-grabbing message, the ads focused around a fictitious health care rap duo. The pair conducted interviews with real Washington residents who signed up for health coverage through Washington Healthplanfinder and could speak about their personal experiences.
The first TV ad highlighted Rian, whose 26th birthday meant she could no longer stay on her parents’ health plan. The memory of her appendectomy only a year earlier was the incentive she needed to find coverage through Washington Healthplanfinder.
Patricia and Jon paid more than $200,000 in out-of-pocket health care expenses after they were repeatedly turned down by insurers due to preexisting conditions. Through Washington Healthplanfinder, the couple was finally able to get covered and even qualified for financial help.