This is the year that, according to the Affordable Care Act, people will have to start paying a penalty if they do not have health insurance. While this is important information to know, we don’t want to scare people. We want to be the friendly service that makes it easy to get health insurance now that we all need it.
Connect for Health Colorado had high awareness coming out of the previous year. To build on this, we established the brand as a helpful service that makes a complicated process less intimidating, and made it clear we are NOT the ones imposing a penalty, we are actually helping you avoid it. 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 penalty) we won over our wide and varied targets. Visitors to the site and purchasers through the site far exceeded projections.