kynect | Doe-Anderson Advertising

kynect

"Red State" Kentucky voted overwhelmingly against Obama in 2012. Selling "Obamacare" was going to be a BIG challenge here in the Bluegrass.

 

The Solution

Our statewide research uncovered that although Kentuckians were against Obamacare, they were in favor of quality, affordable health coverage.

To address these conflicting viewpoints, we sought to detach the desirable benefits the Affordable Care Act offered from the “Big Government” aura of Obamacare. We started by creating a simple, approachable name: kynect. Kentuckians saw kynect as something created for them, not some generic policy emanating from inside the Beltway. Then, we focused our communications on simple, optimistic messages that persuaded the uninsured that it was a new day in Kentucky and everyone had a chance to obtain affordable health coverage.

General Enrollment

40k Banner Ad

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Small Business Enrollment

40k Banner Ad

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General Education Enrollment

40k Banner Ad

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Outdoor Advertising

The warm approachability and diversity of our animated “community of care” was successfully extended into outdoor and transit advertising.

Retail Theater

A retail store was built from the ground up to further carry the brand message and facilitate kynect signups.

Print Campaign

Research showed that print was still a highly effective vehicle for our target audience. We extended our campaign in large and small publications throughout the state.

The Results

Kentucky’s successful implementation of the Affordable Care Act was hailed as a national role model by sources as diverse as New York Times, The Washington Post and the President of the United States.

The highest per-capita enrollment in the nation

The highest per-capita enrollment in the nation

52% of enrollees in the desirable under-35-year-old cohort (vs. 28% nationally)

52% of enrollees in the desirable under-35-year-old cohort (vs. 28% nationally)

Recognition