Affordable Care Act

bringing coverage to the masses

role: copywriter

THE CHALLENGE

The new healthcare law was confusing

The landmark legislation was a win for the uninsured, but it would only benefit them if they actually signed up for a new insurance plan through a local insurance exchange. It also changed the type of care people would have access to. There was a lot of education necessary from the states and every player in the healthcare industry.

Fighting for it

When the Supreme Court was set to rule on the Affordable Care Act, our client, the National Women's Law Center asked us to create a video to rally women in support of the bill. We had very little time, and even less money.

Our solution, to position the Health Care Law as another step in the long fight for women's rights. It got picked up by MoveOn.org and with $0 of paid media, the video had received over 60,000 views before the supreme court ruled.

Branding it

From the national campaign to the individual state exchanges, there were a lot of new players that needed names, tags, and identities. Here are a few of the names I created, and brands I helped develop.

Consumer Education

The Health Care Law is about 2,300 pages long; as if health insurance wasn't already confusing enough. So, we worked with organizations including Planned Parenthood and AARP to help educate and inform consumers. From banners to brochures to a comprehensive website, I helped a diverse set of audiences understand what the law meant for them, and how to get the coverage and care they needed.

Planned Parenthood