Prior to the implementation of the Affordable Care Act (ACA) in 2013, 41 million people in the United States lacked health insurance.
To help educate consumers about their new options for quality,affordable coverage, the Ad Council teamed up with Enroll America for the Take Care, People campaign. Created by Razorfish and La Comunidad, the campaign launched in February 2013 to drive new insurance enrollments just prior to the annual deadline. Humorous and memorable TV spots used pets as the unlikely spokespeople to motivate uninsured Americans to get coverage.
The campaign focuses on women ages 18-34 who have significant influence over healthcare decisions. According to the U.S. Department of Labor, women make 80 percent of the healthcare decisions for their families. Women are also 47 percent more likely than their male counterparts to share information about health care with their friends, family and community. Lack of awareness is a critical issue among women, however, since 81 percent of those in the Enroll America study say they were unaware of the March 31, 2014 deadline to enroll in coverage.
After the first full year of the ACA, the number of uninsured in America dropped by 15 million. But heading into the second year, tens of millions of Americans still remain uninsured. Less than a third of all uninsured say they know about the new health insurance plans available to them (29 percent) or about the financial help available under the law (26 percent).
In an effort to further reduce the number of uninsured Americans, the Ad Council and Enroll America extended the Take Care, People campaign, extending creative into print, broadcast, outdoor, radio and web outlets. To raise awareness in advance on another annual open enrollment deadline, Enroll America is conducting thousands of Get Covered America events across the country, where people can enroll in person at local churches, schools and libraries.
The campaign directs viewers to visit GetCoveredAmerica.org, where they can learn more about the ACA and access tools to help with the enrollment process, including a zip code locator for in-person assistance, a calculator to estimate costs, FAQs, and tip sheets.