Public Sector Campaign of the Year 2015

The deck was stacked against the Illinois Department of Insurance and FleishmanHillard as they set out to enroll state residents for healthcare plans through the Affordable Care Act.

Winner

FleishmanHillard and Illinois Department of Insurance
Get Covered Illinois: Creating a Culture of Coverage

The deck was really stacked against the Illinois Department of Insurance and FleishmanHillard as they set out to enroll state residents for healthcare plans through the Affordable Care Act.

For one, the agency was selected for the job only six weeks before the campaign was due to go public. Couple that with the amount of misinformation about the healthcare law already out there in the media, and the firm had its work cut out for it – all before the federal healthcare.gov website crashed at launch.

After a robust research initiative designed to understand Illinoisians’ understanding and perceptions of the law and the online health insurance marketplace, the firm created a four-part plan for winning over state residents. The campaign included sections focused on educating the public, encouraging them to enroll, reinforcing that they had limited time to do so, and then recalibrating and retaining enrollees.

Specific tactics ranged from battle-tested initiatives to the unprecedented as the exchange and Fleishman leveraged more than 200 events such as the Cover Your Community day and the Road2Coverage mobile tour, alongside a major earned media operation and social media campaign.

They also set up innovative media partnerships with outlets from BuzzFeed to The Onion and brought on celebrities such as musician Pete Wentz. Spanish-language collateral was also a part of the effort.

The campaign drew more than 675 broadcast stories and 1.7 billion impressions but, most important of all, nearly 218,000 state residents enrolled for coverage, meaning the campaign got 152% of its target number of sign-ups.

"This campaign was a re-markable effort in such a short window of time," noted one judge, while another adjudicator "liked the connection to real people." 


Honorable Mention

Ogilvy Public Relations and Agency for Healthcare Research and Quality
Treatment Options: Promoting Evidence in Healthcare Decision-Making

The Affordable Care Act did not make the job of the Agency for Healthcare Quality and Research any easier. Rumors about the law – "death panels," for example, or that care would be appropriated based on efficiency or cost – resulted in misconceptions about the group. Ogilvy’s goal was to help consumers realize the organization provides an option to help them enhance their decision-making.

Targeting consumers and healthcare pros with partnerships, PSAs, and social and earned media, the effort resulted in partnerships with 143 groups and endorsements from six partner organizations.

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