HealthSource RI for Individuals and Families

How do you improve on success?

Since its inception, Health Source Rhode Island (HSRI) has seen steady membership growth and retention. Still, 3.7% of Rhode Islanders remained uninsured… an all-time low, but the goal is health insurance for everyone. We needed to reach the state’s individuals and families who lack access to affordable employer or government-sponsored health insurance.

We leveraged a strong mix of traditional and digital media tactics to raise awareness of the plan options available through HSRI. We spoke to young invincibles who don’t believe they need insurance, promoted website tools that help consumers find the best insurance options, and reminded people about the state-wide tax mandate.

At the end of open enrollment, we enrolled 32,704 Rhode Islanders in HSRI’s health insurance — a substantial year-over-year increase.

We combined live action and animation to capture viewer attention and to simplify the explanation of some rather complex concepts.

We combined live action and animation to capture viewer attention and to simplify the explanation of some rather complex concepts.

The same live/animation style grabbed attention when used in various social properties, often with links to the full videos.

The same live/animation style grabbed attention when used in various social properties, often with links to the full videos.

Simple statements combined with unique visuals conveyed important points about HSRI.

Public transit provided a great way to make direct and prolonged contact with riders, and gave them plenty of time to absorb our messages.