Liz Andrade Director of Marketing & Creative, Planned Parenthood Great Northwest, Hawai’i, Alaska, Indiana, Kentucky
Low-cost Health Care Awareness Campaign
With the reinstatement of the Title X program to provide no-to-low-cost health care to qualifying patients, we needed to raise awareness quickly.
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35 million impressions 102,000 web visits $1.75 per click
Increased Title X awareness, by reaching over 35 million prospective patients who are at or below 100% of the Federal Poverty Level
Generated overall 102K website visits, to the specific landing page for each state
Completed campaign with a low cost per click of $1.75
After years of repression of Title X reproductive healthcare access due to the prior administration, Planned Parenthood Great Northwest, Hawai’i, Alaska, Indiana, Kentucky was finally able to reintroduce these low-cost health care services, including birth control, STI testing and even annual wellness exams, to low-income patients.
Our challenge was awareness—because these services had been suspended for so many years, many prospective patients were not aware they had this low- to no-cost option again.
We created an eye-catching series of low-cost health care messages, all under the “Care for All” theme. We targeted young adults via digital banners, TikTok, and Snapchat videos. All drove to a matching landing page that offered more information as well as simple steps to show if they qualified for low-cost or even free healthcare.
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CTV / Online Video / YouTube, Digital Display, Meta (Facebook/Instagram), Linkedin, Snapchat, TikTok, Digital Out-Of-Home, Native Advertising, Paid Search
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