Project Overview

The Virginia Health Care Foundation needed to improve Medicaid expansion enrollment in diverse and hard-to-reach areas of Southside and Southwest Virginia. We conducted discovery sessions and in-depth interviews with outreach workers and healthcare professionals in the target areas to learn barriers to success. These insights helped focus messaging and helped to identify the proper media outlets. AccessU created a matrix of images and headlines and launched a digital campaign weeks before other media tactics to test and discover the most effective combinations. These were used to create more digital media and an outdoor campaign. More than a dozen local radio stations were also hand selected and personally engaged to secure ad placement as well as value-added on-air live reads and interviews with healthcare leaders. This was paired with a texting campaign and YouTube videos. Our campaign proved successful, generating more than 3 million digital impressions and more than 100,000 video views. Radio created nearly 3 million impressions and billboards more than 10 million.