Engaging uninsured residents in the largest public education effort in state history
The Get Covered Illinois agency team executed an integrated public education campaign to reach a diverse range of uninsured consumers throughout Illinois. The campaign, grounded in primary and secondary research, interacted with residents in more than seven languages in every county across the state. The tactical blend included:
- Earned media
- TV, radio, print, digital, out-of-home, and experiential advertising
- Grassroots education
- Influencer engagement, with a focus on insurance agents and brokers
- Digital and social media
Hawthorne’s senior members served as co-leaders and key architects of the Get Covered Illinois campaign. Additionally, the Hawthorne team had primary responsibility for developing and executing engagement with insurance brokers, one of the most crucial and difficult audiences. Hawthorne designed an opportunity for health insurance agencies to participate in an innovative co-marketing program with GCI—only one of two programs of its kind in the nation. Selected insurance brokers received marketing and financial support for outreach and educational campaigns directed at new consumers, re-enrollees and the uninsured, including development of creative materials as well as media planning.