Take Care, People: Our New Campaign with the Ad Council

By William Tomasko

From the group that brought you Smokey the Bear and McGruff the Crime Dog comes a brand new campaign — pets encouraging their owners to get covered.

We’ve partnered with the Ad Council and several other top media firms to launch a national public service advertising (PSA) campaign featuring pets as the unlikely spokespeople to break through the clutter with an action-oriented message: It’s time for people to take care of themselves.

Watch it:

With tens of millions of Americans standing to benefit from the new health insurance options, we’re excited to launch the PSA campaign to reach as many consumers as possible before the March 31 deadline to sign up for coverage through the marketplaces. Pets are familiar faces that stand out amidst all the noise — and the PSA has a clear message consumers can act on.

The campaign focuses on reaching uninsured young women between the ages of 18 and 34. Research shows many of these women aren’t aware of the new options for insurance but are interested in learning more — and are more likely than men to do research about health coverage, enroll, encourage others, and spread the word.

According to our latest research, 81 percent of the uninsured are unaware of the March 31 deadline to enroll in coverage, and 69 percent don’t know that financial assistance is available to help pay for their plan. Approximately one in four Hispanics are uninsured Therefore, the campaign targets Hispanic women and is being presented in Spanish as well as in English.

The initiative drives traffic to GetCoveredAmerica.org, where individuals can learn how to enroll, get answers to common questions, determine the estimated monthly cost of insurance using the Get Covered Calculator, view short videos explaining the Affordable Care Act, review a glossary of insurance terms, find experts in their community who can help them to enroll for free, and more.

La Comunidad and Razorfish created the ads pro bono, and the Ad Council will be distributing the multimedia public service ads this week to more than 33,000 media outlets nationwide. The ads appear on television and radio and in newspapers, magazines, out of home, standard and mobile web banners. Per the Ad Council’s model, all the PSAs will run in advertising time and space donated by the media.

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