With the passing of the Affordable Care Act, the Freelancers Union found themselves at a competitive disadvantage when selling their health insurance plans. First, the act eliminated the ability for the Union to have freelancer-specific plans. In addition, the larger benefit of buying Freelancers Union plans had never been clearly communicated. So a major revenue stream was in jeopardy.
Benefit-based messaging was developed using an art direction approach that was different than normal category lifestyle photography. In addition, a customer segmentation based on health insurance trends and historical data was developed to improve targeting of the highest-potential customers and spend media dollars more effectively.
Executions included subway ads, Pandora and Spotify ads, digital sponsorships, blog outreach, webcasts and events.