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Work: MNsure

Challenge

“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.

Insight

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.

Solution

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.

Media Strategy

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.

  • Out of Home

    Strategically placed out-of-home acknowledged the financial predicament a lot of people were in, offering MNsure as the place to help.

  • Microsite Pages

    Streamlined microsite pages helped small business owners quickly assess MNsure offerings and easily find a broker in their area.

Behavior Change

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.

Statistic data
Statistic data
Statistic data

“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

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