In the wake of COVID-19, it became apparent that one of the many reasons our Hispanic-Latino community members were disproportionately impacted was, in part, due to a lack of health insurance. Thanks to a survey with over 2,000 responses, we learned applying for state health insurance was perceived as difficult or untrustworthy – especially for our noncitizen community members.
Goal
Deconstruct these perceived barriers to health insurance by utilizing clear and concise dual-language messaging on how to apply for state health insurance and take advantage of all the benefits that come with having insurance.
Strategy
We aren’t going to lie, applying for state health insurance and its benefits can seem complex at first glance. We broke the messaging into three distinct campaigns, which were labeled “Steps” on how to apply for and use state health insurance. These campaigns were run in a structured order that built off each other across multiple communication platforms, including radio, digital ads, Meta ads, streaming television, traditional television, direct mail, and newspaper ads. An accompanying dual-language landing page was created to expand on the campaign’s messaging and direct people to local resources.
Outcome
Over 4.5 months, 26,255+ people visited the landing page. Roughly 63% of these visitors came directly from paid digital or social media ads, with the remaining visiting from organic searches and directly entering the URL. The average amount of time spent on the page was 30 seconds, indicating that many visitors spent time reviewing the additional information or resources.
