After a successful launch, Connect for Health Colorado was moving into its second year of enrolling residents in the state’s health insurance marketplace. As new rules and restrictions were about to kick in, Connect For Health needed to remind people how important it was for them to sign up for insurance, without scaring them off.
PILGRIM highlighted the marketplace as a helpful service making a complicated process less intimidating for the state’s residents. We used humorous concepts to make people feel comfortable and not overwhelmed by the decision, as well as a light tone to gently point out why we all need health insurance (without mentioning the new rules and penalties.) We won over our wide and varied targets. Visitors to the site and applications far exceeded projections.