Chance is a whimsical character. You never know when or where she will appear, or how your encounter will end. So that’s why you should enroll in a health care plan, according to the Washington Health Benefit Exchange.
The Exchange launched a campaign featuring Chance on Sept. 17. Since then, the sweet and playful young girl has been popping up on radio, TV, web and print ads around the state.
She spares a woman from what could have been a gruesome raccoon attack in her backyard. And, she is also seen saving a young snowboarder on Mount Baker from a potentially bone-breaking fall.
“This is what I would consider the crux of our campaign moving forward,” explained Michael Marchand, director of communications for the Exchange. “What we’ve done in particular is highlight the everyday risks uninsured Washington residents face and how people are really taking a chance with their health and their financial security if they don’t have insurance.
“What we found, particularly in our research, was the conceptual understanding of chance wasn’t something that was often easy to grasp. But, by personifying it, in the little girl in our instance — the fact that she can turn up at any time at any place — people got that. They got the humorous take on the typical situations, but they also understood the messages that kind of underlie it — about the availability to low-cost plans or free plans. Or, the ability to compare side-by-side.”
The $13 million campaign, which accounts for half of the $26 million, 18-month budget to advertise the Exchange in 2013 and 2014, has been months in the making.
The Exchange conducted extensive market research to create a unique, attention-grabbing campaign that would appeal to uninsured and younger residents in particular.
“If we want people, particularly those who are uninsured and the younger audience, to actually be aware of what happening, and we want to grab their attention, we needed to do something that was quite different from how things had been socialized before,” Marchand said.
Earlier in the year, Marchand and his colleagues had talked about advertising on Porta-potties and toilet paper, specifically at summer concerts that attract a large number of young people.
Marchand said he hasn’t thrown out the porta-potty idea, though. He’s considering a number of ideas for upcoming ads.
Chance will likely run through the end of November.
New ads could rollout to promote the end of open enrollment on March 31 and the next open enrollment period in 2014, October 15 through December 7.