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2018 One Show - Health, Wellness & Pharma

Coverage Coalition

Agency Barton F. Graf / New York

Client Coverage Coalition
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Annual ID

OS_HW18058M

About the Work

After Trump cut the advertising budget for the Affordable Care Act by 90%, we had to do something. What began as a call to the ad industry, a few social posts and a toolkit, turned into a major grassroots social effort that reached over 100 million people in the month and half campaign period. The cross media approach relied heavily on social media that included targeted content, Facebook profile frame (used by XX people) and a Messenger Bot to help with healthcare signups. In addition, Coverage Coalition also benefited from donated national TV and Times Square billboards. In the first week, enrollments were up 179% over 2016. The second week, enrollment was up 60%. In fact, every week of open enrollment was up over previous years. The one thing Trump didn’t want to happen... did. In part, because the advertising industry said, 'If you're not going to tell America, we will.”