Four years into the implementation of the Affordable Care Act, it’s no secret that everyone has a different viewpoint on the hot button issue of “affordable healthcare.” So when it comes to creating a communications campaign for Minnesota’s healthcare exchange, MNsure, it’s not all black and white.
For the 2018 open enrollment period, Clarity Coverdale Fury took this notion to heart with a campaign that cut through the clutter in two distinct ways – both seeded in true tensions around MNsure and affordable care accessibility.
One side speaks about health itself, which is the one thing that all of us have in common – regardless of race, gender or political viewpoints. It points out that MNsure simply exists for the health of all Minnesotans. The other side speaks to the process of actually finding and paying for insurance, which can sometimes be less than an amazing experience.
“Addressing affordable care is a complex issue,” said Jim Landry, Executive Creative Director at CCF. “By breaking it down in these two different ways we were able to target different mindsets and reach people we wouldn’t normally otherwise.”
The results? Even with shrunken enrollment windows and slashed communications budgets, MNsure broke new enrollment records for the year. What’s more, at last measurement the uninsured rate in Minnesota is now at 4.1% – one of the lowest rates in the nation.