August 26, 2013 – Cover Oregon rolled out its second set of TV ads today, designed to educate Oregonians about the online health care marketplace opening October 1st.
The three ads, titled “Compare,” “Save” and “Covered,” explain various features of Cover Oregon, such as access to financial help and the ability to make an apples-to-apples comparison of plans. The ads use graphics, moving text and voiceover, as well as the songs by local artists featured in the initial ads that launched in July.
The television campaign is part of a comprehensive marketing and outreach strategy to reach all Oregonians and let them know how individuals, families and small businesses can use Cover Oregon to compare and enroll in health insurance that fits their needs and budget. Cover Oregon is the only place to access financial help to pay for that coverage, which starts in January 2014.
“These ads begin to tell the story of how Cover Oregon will help more Oregonians access health insurance,” said Howard “Rocky” King, executive director for Cover Oregon. “With the ability to choose from a wide range of plans and get financial help, Oregonians will finally get the health coverage they need and deserve.”
“Compare,” “Save” and “Covered” will join the TV, radio, print, billboard and digital ads featuring local artists in circulation across Oregon as part of the first phase of advertising. In total, the first phase of the advertising campaign, including production and the media buy, will cost approximately $3.2 million. The second phase of the campaign, which begins in October, will focus on enrolling Oregonians in health coverage by directing them to CoverOregon.com.
“We’re telling a big story and purposefully doing that over phases. The first ads featuring local artists were our way of saying ‘hello’ and raising awareness about Cover Oregon,” said Mark Ray, creative director for Cover Oregon’s advertising agency, NORTH. “These new ads start the process of educating consumers about the new opportunities that will be available to them through Cover Oregon and what they can expect.”
In addition to paid advertising, Cover Oregon has a robust on-the-ground effort under way in partnership with community organizations, agents, Tribes, providers and business associations, state agencies and other key partners. Cover Oregon is providing grants to organizations to conduct outreach and enrollment assistance and is training agents and community partners to help Oregonians enroll in coverage this fall.
Oregonians can go to CoverOregon.com/creative to view and share the TV, radio and digital ads, and follow Cover Oregon’s Facebook, Twitter and LinkedIn networks. Go to CoverOregon.com for more information or call 1-855-CoverOR (1-855-268-3767).
