“Affordable healthcare” is one of the most hot button issues in the country. Our challenge was to both respond to that climate and showcase MNsure as the solution for EVERYONE who needs it.
When you remove the politics of it all, this fact remains: Last year more than 75,000 Minnesotans missed a tax credit averaging $7,000 annually by not going through MNsure for health insurance.
We developed a two-pronged messaging approach. 1. Remind people that regardless of our differences, we all have health in common. 2. Open people’s eyes to the fact that no matter who they are, no matter how much they make – MNsure could be saving them money.
MNsure exists for you.
“Missing Out” :30
“I Know” :30
We identified counties where the uninsured rate was still above 5% and increased media frequency in out-of-home, radio and digital. We also adjusted the timing of messaging based on location – as people with health insurance tend to renew early, whereas people without tend to wait until the last minute.
A record number of Minnesotans found health insurance plans through MNsure, as well as financial help to cover the costs. And today, Minnesota has one of the highest coverage rates in the nation.
“CCF helped us get the uninsured rate in Minnesota to its lowest in state history. That’s a positive change in my book.”
– Allison O’Toole, CEO of MNsure