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Every year from November 1st to January 15th, millions of uninsured Americans can enroll in affordable, quality health coverage at HealthCare.gov. But most people are not aware that they can enroll in a health plan at HealthCare.gov during the rest of the year if they lose their health insurance due to a “qualifying life event.” However, there are literally dozens of qualifying life events with very specific conditions and requirements for eligibility.
The challenge
We needed a campaign that could create lasting brand awareness for HealthCare.gov while including ALL of the most important qualifying life events demonstrated in research. Audiences needed something that they could easily remember for months or even years to come as they experienced qualifying life events and needed health insurance.
The solution
To quickly relay so much information in a memorable and engaging way, we turned to music. According to a 2012 study from the Vienna University of Economics and Business, 89% of people recall information when music is involved.
Our song worked as a 30-second TV commercial that packed all of our key qualifying life events into a rhyming funk jam that kept coming back to a brand-building refrain: “HealthCare.gov is here for you.”
We leveraged strategic media placements in a fully integrated campaign that included TV, radio, out-of-home, and digital media in key markets with the most economically vulnerable and higher-than-average uninsured populations.
The impact
More than 3 million uninsured Americans found quality health coverage at moments in their lives when they needed it most. And our campaign helped bring the number of uninsured Americans to the lowest point in history, which is 8%.
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