Kentucky Children’s Health Insurance Program

Making a powerful case for those with the least power

The background

Every kid needs health insurance. Who could argue with that? But too often in Kentucky, even the most concerned and well-intentioned parents don’t know where to turn when the cost of health insurance is more than the family budget can bear.

  • Art Direction
  • 2D and 3D Animation
  • Brand Messaging
  • Design
  • Digital Advertising Development
  • Social Media Strategy and Management

Results
By the numbers

27%
Call volume increase over the previous September
70%
Call volume increase over the previous October
21%
Increase in web visits during the limited run of our campaign
155,000
Pageviews during the limited run of our campaign

A healthy dose of encouragement
Advocating for those who need it the most

That’s why there’s KCHIP: the Kentucky Children’s Health Insurance Program. Doe-Anderson was engaged to spread the word about this important yet underutilized resource for families in need.

Our Solution
Straight to the heart

By reminding parents and caregivers how much kids bring to their lives, we gently yet powerfully encouraged them to return the favor by enrolling them in coverage to protect their health and their futures. 

The campaign was promoted statewide through highly targeted digital tactics focused on reaching parents with children under age 19. We utilized popular awareness tactics like CTV, pre-roll video, digital audio, native and social, as well as lower-funnel tactics including SEM and multiple retargeting strategies which led to over a 17% increase in new daily applicants to the site. Digital content was slotted in seamlessly alongside family programming and content containing parenting tips and hacks on a wide variety of topics.

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