Medicaid and the Affordable Care Act (ACA) have helped millions of people access quality health care. The National Health Law Program (NHeLP), which protects and advances health rights of low-income and underserved individuals and families, was fighting against proposed rule changes to Medicaid and the ACA. NHeLP wanted to raise awareness of the proposed changes and drive people to share their stories about how these programs have benefited them.
Social Driver developed a digital campaign to reach those most affected by potential policy changes, including women and people of color, and encourage them to advocate for better healthcare for themselves and their communities. The campaign began with research, digital strategy, and naming and branding. Social Driver built on those foundational elements to build a campaign website, create an explainer video, still graphics, and graphic templates.
When the government changes how a law is enforced, it needs to let people weigh-in. These “comments” can be stories, testimonials, scientific reports, etc. My Care Counts encouraged people to submit public comments to push for better care for their communities. The campaign reached hundreds of thousands of Americans and resulted in more than 5,000 comments within the public comment period.
From our research, we determined that social media would need to play a major role in reaching low-income and rural communities, the majority of whom are smartphone-dependent internet users. So, developing creative content that could be adapted for different channels was a key component of this campaign.