The Situation: There was new news when it came to The Affordable Care Act in 2022. There was a new law in place under the Biden administration that helped people find lower prices on their health plans. And the president wanted to make note of special life circumstances that made new plans available outside of Open Enrollment — like marriage, job loss, a new baby, etc. Not only did we share the news, we made the news. In that year's State of the Union address, Biden announced that more Americans had health coverage than ever before.
The Strategy: For the past several years, HC.gov had done a straight testimonial approach, touting the pricepoints real Americans had found on their health plans. Through testing we found that an emotional play about how a healthcare plan can benefit your life and that of your family worked well in conjunction with that less emotional storytelling.
The Feel Like A Million, where millions of people find a plan at HealthCare.gov every year and feel great about it, was born.
The Strategy: For the past several years, HC.gov had done a straight testimonial approach, touting the pricepoints real Americans had found on their health plans. Through testing we found that an emotional play about how a healthcare plan can benefit your life and that of your family worked well in conjunction with that less emotional storytelling.
The Feel Like A Million, where millions of people find a plan at HealthCare.gov every year and feel great about it, was born.
Special Enrollment Period:
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Other public health campaigns:
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