the background: Massachusetts has one of the highest healthcare enrollment rates (96%). With seemingly little room to grow, the brands strategy was to tap into new audience segment - the short-term uninsured - to increase enrollment. We gathered data to determine the type of people that comprised of this target: the recently unemployed, members of the "gig economy", new residents, 26 year olds who are no longer covered by their parents and people who had a change in family status (e.g. marriage, divorce, children). If you're thinking this sounds a lot like millennials, you're not wrong.
the ask: Develop a :30 digital video directed at the short-term uninsured segment in a way that will resonate and drive to sign up.
the idea: Combine humor, intrigue and quirky art direction with traditionally dry and, dare I say, un-sexy healthcare facts and information.
my role: work with my art director to concept the video and write the script.
[iPhone ellipses. 12:45am timestamp]
“I didn’t think I’d get BOTH job offers...which one do I pick???”
MA: That’s your decision, but we’ll be here no matter which you choose.
[iPhone ellipses. 2pm timestamp]
“Can you believe I’m gonna be 26 tomorrow? Is it just all downhill from here?”
MA: Not as long as you plan ahead a little, you’ve got options.
[iPhone ellipses. 11am timestamp]
“Can’t wait to show her 💍. She’s gonna love it!”
MA: It’s really beautiful. Better insure that thing.
[iPhone ellipses. 6pm timestamp]
“We’re having a boy!!! 👶👶👶”
MA: Congrats! We have family plans you can compare before your bundle of joy arrives.
Zoom out to reveal the name at the top of the text: Massachusetts Health Connector.
Super (typed like an iPhone): Big life changes afoot? Mom’s not the only one available when you need them.
VO: Massachusetts Health Connector is the right place, the right plan...at the right time. For people that rely on us.