The Challenge
AHIP, an advocacy association of health insurance providers, highlights the health insurance industry’s dedication to providing inclusive coverage and care for every kind of American. In the face of declining trust and confidence in health insurance broadly, People First teamed with AHIP to identify and amplify the importance of health equity, with a focus on messaging that promotes self-advocacy among minority communities when seeking healthcare and the importance of healthcare education for all.
Our Response
- People First’s analysis discovered that in the 12 months preceding the campaign, the online discourse around healthcare in America was largely unfavorable.
- We learned that many people shared concerns about inaccessibility rooted in systemic racism, gender bias, and overall inequality within the sector, but were enthusiastic about people taking a stand and unapologetically advocating for themselves in their quest to achieve care.
- People First recruited creators to share stories that focused on advocacy and equity in the healthcare space and that drew attention to the benefits of the Affordable Care Act.
Results
- People First collaborated with AHIP to source and amplify 78 personal and emotional stories from a variety of backgrounds.
- The campaign reached over 1.8 million people, inspiring overwhelming support and positivity for our messaging through nearly 2,000 comments.
78
pieces of content
47,136
total engagements
2.53%
engagement rate
1,863,210
reach