The Challenge
Health Forward seeks to provide healthcare across communities in ways that provide fair access while overcoming racial and economic inequalities. They initially came to GPS for a strategic communications plan that would spread awareness around Medicaid access for Missourians. The campaign not only needed to communicate an easy-to-understand version of the Medicaid unwinding and enrollment process, but also navigate the logistics of involving over 22 organizations across the Kansas City metro area.
Our Role
GPS stepped in to streamline messaging, provide guidance on outreach and education efforts, and coordinate amongst the many stakeholders. Work on the Medicaid enrollment campaign began a years-long partnership with GPS where, along with continuing to work on specific campaigns, we have been tasked with developing their long-term communication strategies, especially in response to emerging legislation.
Our Approach
Our team prioritized ensuring trusted messengers were equipped with the right communications tools and tactics to meet folks where they were, educate them, and guide them through complex and confusing processes. We delivered digestible materials that could be easily edited and shared and served as facilitators, keeping everyone focused and united around the issue. We also utilized a combination of paid, earned, and owned media to raise awareness.
Results
- Created materials in both English and Spanish to best reach target audiences.
- Paid advertisements received over 1,855,900 impressions across all platforms, with completion rates of 67% in skippable environments, 98% in no-skip environments, and 61% for pre-roll.
- Designed and produced creative assets and resources for partner organizations including flyers, videos, social images, palm cards, and door hangers.
- Provided rapid response for state and federal policies impacting health equity and access.
Outcome
Successful communication of complex policy, paid media campaigns that performed above industry averages, and ongoing strategic partnerships.
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- Healthcare
- Voting Rights