Washington Healthplanfinder Expands Ad Campaign to Educate Consumers about New Way to Find Health Insurance
Washington Healthplanfinder today 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.
“These new ads are an important part of the outreach and enrollment campaign that we’ve been building from day one,” said Richard Onizuka, Chief Executive Officer for the Washington Health Benefit Exchange. “The message of these ads is loud and clear: When it comes to your health and finances, ‘Don’t leave it to chance.’ Washington Healthplanfinder offers a brand new way to find the plan that fits your needs and budget.”
Television ads will 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, a woman in her backyard searching for the family cat, and a mother discovering her son making mischief in the kitchen. These everyday risks demonstrate the threat that uninsured Washington residents face to their health and financial security.
In addition to television, advertising will also reach people via online, radio, print publications, billboards, buses, and places all across Washington where people congregate. Consumers can also view an online video that explains what people can expect when they visit wahealthplanfinder.org—offering more details on new health plans, the enrollment process and available financial help.
“These ads are made to grab people’s attention and encourage them to learn more about Washington Healthplanfinder,” said Michael Marchand, Director of Communications for the Washington Health Benefit Exchange. “We want to encourage people—especially those who are uninsured—to visit wahealthplanfinder.org or call toll-free 1-855-WAFINDER to find out how they can enroll in one of more than 40 new health plans that will be available.”
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.
The new television ads will begin appearing on websites, broadcast TV stations, cable networks, and radio stations across the state starting on the afternoon of Tuesday, Sept. 17. Outdoor advertising will be featured on billboards, buses and other locations throughout the fall and winter. All of the new TV, web, radio, and online ads can be viewed at: www.wahbexchange.org/adcampaign
The robust outreach and education campaign will focus on enrolling the approximately one million Washington residents who are currently uninsured in free or low-cost health coverage through Washington Healthplanfinder. To reach out to local communities, ten lead organizations selected by the Exchange are partnering with nearly 100 community organizations to conduct education and enrollment activities across the state. The Exchange has also developed a Tribal Assister Program to provide tribal members and their communities with more information and help them enroll in new coverage options.
For more information about Washington Healthplanfinder, visit www.wahealthplanfinder.org.
About the Washington Health Benefit Exchange
The Washington Health Benefit Exchange is a public-private partnership established in accordance with the Patient Protection and Affordable Care Act of 2010 (ACA) with the goal to redefine people’s experience with health care through the creation of a new health insurance marketplace for individuals and small businesses. The Exchange is separate from the state and governed by an independent 11-member board appointed by former Gov. Chris Gregoire in Dec. 2011.
About Washington Healthplanfinder
Washington Healthplanfinder will be a new online marketplace for individuals, families and small businesses in Washington to compare and enroll in health insurance coverage and gain access to tax credits, reduced cost sharing and public programs such as Medicaid. Washington Healthplanfinder will begin enrolling consumers on Oct. 1, 2013, for health insurance coverage beginning on Jan. 1, 2014.
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