When we heard that Trump cut the advertising budget for the Affordable Care Act by 90%, we knew we had to do something.
Enter: The Coverage Coalition. The non-partisan consortium of advertising and media agencies who wanted to make up the difference they best way they knew how. What started as a call to the industry, a few social posts and a toolkit turned into a major effort backed by agencies, design shops, and insurance consultants around the country with national TV, billboards in Times Square and record-breaking sign-ups.
How did we do it?
We started by creating social posts to spread the word in four different languages: English, Spanish, Mandarin and Traditional Chinese. Next, we wrote a brief, created a style guide and asked the industry to share their ideas. We created a Facebook profile filter encouraging folks to spread the word.
In the meantime, we partnered with Get America Covered, a group of health care advocates to help each other amplify the message.
Before we knew it, agencies, design shops, and even production companies created content to spread the word. Media companies donated space across national TV, digital, radio, out-of-home and even space in Times Square. When Trump removed the workers at the help desks that helped people sign up, we created a Facebook Messenger Bot that navigated people through the sign-up process.
As we gained momentum, the press took notice, CNN, Fast Company, Ad Age, local news sources...and we even got retweeted by healthcare advocate, Mark Ruffalo.
The Coverage Coalition reached over 100 million people in the month and half campaign period. But the good news didn’t stop there. In the first week, enrollments were up 179% over 2016. The second week, enrollment was up 60%. In fact, every week of open enrollment was up over previous years.
The one thing Trump didn’t want to happen... did. In part, because the concerned citizens stood up to say, 'If you're not going to tell America, we will.”
Coverage Coalition 'The Deadline is Coming!'
Get America Covered