Health insurance is complicated enough without all of the acronyms. We decided to uncomplicate everything during open enrollment by just speaking human.
We created a series of fun videos for pre-roll and social making light of the various acronyms that you'd encounter during open enrollment.
We figured if we could get our messaging in social simplified enough where we could convey it through emojis, we were doing something right.
To genuinely help people navigate the complexities of open enrollment we created a simple browser plug in that would find and define the words on any page that were relevant to health insurance.
We also created a DRTV spot which carried through the spirit of our campaign while still driving response with our older target.