First Ad Campaign
Advertising Campaign (Sep. 2013 – Jan. 2014)
Washington Healthplanfinder expanded its consumer education effort with a unique statewide advertising campaign that showcased new ways consumers could compare and enroll in health plans and gain access to financial help starting Oct. 1, 2013. The ads were part of an integrated campaign that included 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 were designed to emphasize unique features of Washington Healthplanfinder, such as availability of low-cost plans, the ability to compare plans side by side, and the financial help available to lower the costs of premiums and co-pays.
The TV ads featured a character named “Chance,” who personified the gamble of going without health insurance. Each ad depicted 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 demonstrated the 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 helped amplify the message of the TV ads, but they provided ways to expand the campaign’s reach and highlight unique and important features of Washington Healthplanfinder. The radio ads aired in English and Spanish, and the print ads were translated into Chinese, Korean, Russian, Spanish, and Vietnamese.
English Radio Ads
Spanish Radio Ads