CMS case study

A BIG DEAL

_________

The pandemic left millions of Americans unemployed – and unfortunately uninsured. In response, the Biden Administration announced the first-ever Special Enrollment Period (SEP) for HealthCare.gov and provided expanded financial help through the American Rescue Plan to help millions of more Americans afford coverage.

CHALLENGE

challenge

The Administration needed to get the word out immediately – but so many of the newly uninsured did not think they could afford coverage, were unaware of the new financial help available to them and had little or no experience with HealthCare.gov. 

OUR APPROACH

our approach
We needed to craft a new campaign to grab attention – and overcome the perception barrier that health coverage was beyond their grasp. Creatively optimistic with a non-government contemporary look and feel, the campaign shows audiences how affordable health coverage CAN be through HealthCare.gov.

OUR SOLUTION

The “You CAN” campaign launched on February 15 and ran to August 15, 2021. We engaged audiences through an integrated campaign, leveraging paid, earned, and owned media to get covered through HealthCare.gov. The surround sound media strategy incorporates national broadcast TV, OTT, digital video, social, digital banners, high impact take-overs as well as search to capture intent, all of which are optimized for performance.
Impact
Uninsured Americans have newly enrolled in coverage through HealthCare.gov, exceeding expectations.

IMPACT

1.8 Million+

subscribe to our newsletter

Let's connect! Sign up for Powell Tate Insights for monthly fresh takes on disruptions, innovations and impact in public affairs.