Cover Virginia Insight
Addressing two very different Virginia audiences—low-income populations and independent millennials—meant the messaging for each had to be just as unique.
For independent millenials, research indicated that affordability was a key barrier. Our "Life is Hard" television ad was strategically crafted to show that health insurance, accessible through the Federally Facilitated Marketplace, can be reasonably priced.
For the low-income population, we knew the idea of support was critical. Our “Anything is Possible” spot features real Virginians who provide support in various capacities and shows that with Cover Virginia's "Application Assistors,” anything truly is possible.