LaCHIP community outreach to generate applications
for no-cost and low-cost health care coverage

CHALLENGE:
In the state of Louisiana, there are approximately 50,000 children who do not have health care coverage. The Louisiana Children’s Health Insurance Program provides no-cost or low-cost health insurance to eligible children until they are 19 years old. The eligible population is a hard-to-reach group of parents and guardians of children in both rural and urban parts of the state.

STRATEGY:
LaCHIP reaches out through business-to-business “blitzes” in specific regions of the state year round, dropping off applications and creating stationary sign-up sites for the program. In addition to orchestrating personal and group presentations, BBR Creative’s public relations department created a press conference and media push in each region of the state. Utilization of traditional media ensured the target community was aware of the program and people “blitzing” in their region. From community calendar listings to morning show appearances to pre- and post-coverage of the press event, BBR worked with LaCHIP to ensure the statewide blitzes reached as many uninsured as possible. The eight events and press conference were held in a period of five months covering 52 parishes throughout 8 regions of the state.

POSITIVE OUTCOME:
By the end of the six-month campaign, the blitzes generated 2,913,157 impressions and $91,468 in public relations value for LaCHIP. Total coverage included:

• 244 community calendar listings
• 10 morning show television appearances
• 6 radio interviews
• 27 television stations covering the press conferences
• 61 stories running in 32 print outlets.

 

PHOTO GALLERY:
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