LKF launched a multimedia campaign for Michigan's Health Insurance Consumer Assistance Program (HICAP) in the summer of 2012. Radio, print, television, outdoor, digital outdoor, web, and video advertising in the Secretary of State's office were used statewide to raise awareness of the HICAP call center, a free service provided by the State to answer health insurance questions. The calls to HICAPS increased by 32% during our first flight. We are currently in the midst of two additional flights during FY2013.
As part of our media buying for this project, LKF negotiated value-added components from each media outlet, increased our budget by 25% and extending the reach of federal grant dollars. Value added elements included on-air interviews, free print ads, bonus radio and television commercials, and bonus outdoor.