Figuring out how to navigate the Affordable Care Act was tricky—to say the least.
To help boost consumer confidence and clarify coverage options, the AARP
wanted to explain enrollment opportunities and guide people to make the best selection decisions.
We award the AARP top honors in the Best Health/Fitness Campaign category of Ragan’s 2014 PR Daily Awards because it made the ACA easier for consumers to understand. The campaign, Find Your Way Around the Health Care Law
, was focused on three issues:
- Sharing information with its audience
- Driving its message through earned and paid media
- Building community partnerships
First, it wanted to be a resource for answering patient questions. A big component of the campaign was its Health Law Answers, a resource for people seeking coverage. This has information available in both English and Spanish.
To reach the age 50+ audience, the AARP built relationships with reporters to help deliver key messages. A comprehensive marketing plan included direct mail, email marketing, social media, and various newsletter and magazine publications.
It also wanted to create and strengthen its multicultural partnerships. It used its faith-based network to focus on targeting African-American and Hispanic churches.
In 2013, the campaign reached more than 1.9 million people with webinars, teletown halls, online tools, and partnerships. More than 550,000 people used the Health Law Answers tool, too.
Congratulations to Lisa Yagoda, Sally Hurme, Nicole Duritz, Andres Castillo, Lisa Gameos, Lauren Grider, and Tricia Sandiego.
Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here: http://www.prdaily.com/Main/RaganAwardsPrograms.aspx