Client / Advertiser
Oregon Health Insurance Marketplace
Enrolling in health insurance coverage isn’t likely a population’s highest priority. But for the State of Oregon, it is.
Achieving that goal requires maneuvering message around very real obstacles: from ever-shifting enrollment requirements (hi there, Pres. Trump), to differentiating a State’s messages from private insurance advertising, to negotiating the urban vs. rural divide across a sprawling state.
For the 3rd year of this account, a main objective was to reach a population that is notoriously resistant to signing up for health insurance: younger males.
In the "Because" campaign, we kept the message short and simple (because... attention spans.) We nixed any preachy-ness. We highlighted the matter-of-fact & you-never-know. We made it so we could produce a ton of these messages very quickly and inexpensively. And lo and behold, our client — a government agency — got it. They were wholeheartedly and courageously behind the campaign that lived in digital channels and hypertargeted TV markets.
Oregon was one of only 12 states to have any increase in enrollment in 2017-18. A resounding success, despite the additional pressures of an abbreviated window to sign-up and no federal messaging promoting the program. Oregon did it all on its own.
We had a record number of enrollees for 2018, despite a shorter enrollment period (Nov 1 thru Dec 15.) More people enrolled during the 2018 OE period then enrolled for 2017.
With a particular mix of helpfulness, optimism and clear information behind it, our campaigns have increased enrollment statewide each year they’ve been in-market.
Jeff Dooley, Senior Creative Lead, Art Director/Writer
Andy Askren, Exec Creative Director, CD
Sandy Ragnetti, Senior Account Manager, Manager, Believer, Do'er
Devon Pfeiffer, Producer, Maker, Wrangler