Strategy: Raising awareness through a multimedia Public Service Advertising (PSA) campaign distributed to over 33,000 media outlets nationwide through the Ad Council’s network.
Where and when it was used: Nationwide, February 2014 – Ongoing
Notable metrics: Preliminary reporting shows that the value in donated media in the first quarter of 2014 reached an estimated $5.9 million.
- TV ads were placed over 13,932 times on local broadcast and network cable TV
- Radio PSAs aired over 131,217 times
- Print ads placed in magazines during open enrollment including O Magazine, Shape, National Enquirer, Fit Pregnancy, Entertainment Weekly, and People
- Web banners received over 119 million impressions (the number of times the banners appear on screen) that resulted in over 144,000 clicks through to GetCoveredAmerica.org, a 0.12% (industry average is 0.05 – 0.07%) click-through rate (the number of times consumers click through to the website after seeing the banner).
- Outdoor ads ran in Times Square and movie theatres nationally.
- Television broadcast segments on MSNBC, FOX, ABC’s World News Tonight and Telemundo
- Print and online news coverage in USA Today, The Associated Press, The Washington Times, Politico, The Hill, ABCNews.com, The Wall Street Journal, Univision.com and Examiner.com, among others
- Twitter chats generated 23 million impressions
The Ad Council is a private, nonprofit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. The PSAs for this campaign were created pro bono by volunteer agencies La Comunidad and Razorfish, and run in time and space donated by the media. Other campaign partners include Mindshare and Google. In partnership with Enroll America, the Enrollment in Health Insurance (Take Care People!) campaign drives consumers to Enroll America’s consumer-facing site, GetCoveredAmerica.org, which provides easy-to-understand information about new health plan options and tools to help consumers understand these options. Consumer research was done as part of the creative and strategic process to ensure that the campaign message would be heard and understood.
This campaign gives Enroll America the opportunity to reach our target consumers, young women, in a unique way – using pets. According to research, women are the decision-makers among their family and friends when it comes to health care. Enroll America’s outreach and education work is non-partisan and fact-based. Americans love their pets, and pets are accepting of everyone. Using pets as the messenger for this campaign allows our non-partisan and fact-based message to cut through the clutter and reach the consumer. This campaign reaches our target consumers through multiple media platforms and will continue to do so for years to come.
Best Practices to Replicate:
- The ads were created in both English and Spanish to reach as many consumers as possible.
- The ads were informed by multiple rounds of consumer research. Quantitative and qualitative research with a racial and geographic diversity of consumers informed the selection of the target population as well as the content of the ads.
- Keep it simple and consistent. The message should be easy to understand and contain a clear call to action that is motivating. In this case, the campaign asked consumers to “Enroll Today!” and told them to go to www.GetCoveredAmerica.org to learn how.
For more ideas on how to take your outreach and enrollment efforts to the next level in the coming months, register today for our national conference, State of Enrollment: Getting America Covered, in Washington, D.C., June 16-18.