HICAP Radio Ads

:60 PSA :60 PSA Arabic :60 PSA Spanish

To help prepare for marketplace enrollment periods necessitated by the Affordable Care Act, The Department of Insurance and Financial Services (DIFS) (formerly the Office of Financial and Insurance Regulation) contracted LKF to produce an awareness campaign for the Health Insurance Consumer Assistance Program (HICAP), a free service provided by the state of Michigan.

DIFS oversees the Health Insurance Consumer Assistance Program (HICAP), a state-supported program which provides free assistance to individuals in the state of Michigan who are looking for health insurance information/assistance. When the Affordable Care Act (ACA) was announced, DIFS knew its services would be of great importance to the general public. With LKF s help they launched a general awareness campaign to help those with questions and concerns about the resulting healthcare changes. Since then HICAP has become a heavily relied upon source for information and resources regarding insurance regulations and options.

As part of a statewide media campaign, :60 radio ads were created and translated into Arabic and Spanish languages. Strategically placed prior to the marketplace enrollment periods, the radio ads encouraged confused residents to contact HICAP with their questions. Consistent messaging appeared throughout the State of Michigan in the form of outdoor billboards, an animated video, and digital ads.


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