On April 1, 2014, the Michigan Department of Community Healthy launched the new Healthy Michigan Plan, providing health care insurance to more than 400,000 people who were not previously insured. It was Brogan’s job to help spread the word so that no one would miss the opportunity to learn about the new, affordable health insurance.
We researched the targeted audience (hourly wage workers ineligible for Medicaid) to develop an effective media plan that would best reach them. This included television, radio, Google search, outdoor, transit, interactive banner advertising, a consumer website, a mobile site, and a resource website for businesses and community organizations to use to promote the plan.
In the first 3 weeks of the campaign launch, more than 140,000 people enrolled in the new Healthy Michigan Plan. Just a few months later, over 300,000 people had health insurance. MDCH reached 90% of their goal in just 11 weeks. Katie Rehrauer, our account manager for MDCH, said it best when she blogged, “Coming up with a catchy tagline is fun. Being part of a campaign that has helped hundreds of thousands of Michigan residents get health care coverage is career-affirming.” Here at Brogan, what more could we ask for?
To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.
