Keep It Fresh
For ten years, Drake Cooper has partnered with Your Health Idaho (YHI) to drive awareness and access to health insurance, reducing the state’s uninsured rate from 16% to under 9%, as reported by Idaho Business Review. Each year, our challenge is to craft a campaign that feels brand-consistent but fresh enough to capture renewed interest.
Relevant, Accessible Coverage
YHI offers an online marketplace built for Idahoans to shop, compare, and choose health insurance from top carriers. It’s also the only place where Idahoans can apply for and use a tax credit, making insurance more affordable. This year, the brand needed to communicate key information clearly while keeping an approachable tone. We aimed to highlight the unique value of Your Health Idaho and the benefits of enrollment, adjusting the tone to be slightly less comedic than in previous years.
Real Talk, Idaho Style
The “Coverage Convos” campaign features simple, clear messages delivered by a spokesperson in an Idaho-inspired setting—outdoors meets the comfort of a living room. We tackled confusing insurance topics with straightforward takeaways, like tax credits as “instant discounts” and reminding that 25% of enrollees pay $25 or less. To reach a diverse audience effectively, we utilized a fully integrated media mix, including TV, digital, radio, outdoor, and social channels, ensuring consistent messaging across all touchpoints.
