Health Insurance for Florida’s Children
More than half of the 300,000 Florida children without health and dental insurance in Florida are eligible for free or heavily subsidized coverage through Florida KidCare. So raising brand awareness and motivating parents to enroll is a critical state priority. Florida Healthy Kids Corporation engaged Sachs Media to execute a multilingual paid media campaign aimed at minority, low-income Florida parents and guardians. Using a research-based, data-driven marketing strategy, we targeted zip codes with the highest concentrations of uninsured households, launching an outreach campaign with a mix of traditional and digital media, including radio, broadcast and streaming TV, mobile displays, social media, billboards, influencer partnerships, and out-of-home advertising. Over a year, this robust activation effort drove both awareness and action by our target audience.