Kentucky's Animated Ad Strikes the Right Balance

on September 20, 2013  |  Permalink

Topics: Health Care Reform

Kentucky's health insurance exchange -- dubbed Kynect -- in June began airing an animated television advertisement throughout the state that shows how "every Kentuckian" can benefit from the exchange. The TV ad is part of a larger $11 million outreach campaign, which includes bus, digital, print and radio ads, as well as a mobile tour.

Jill Midkiff -- a Kynect spokesperson -- said the first phase of the campaign aims to educate Kentuckians about the exchange. She added that as open enrollment approaches the campaign will shift its focus to encouraging Kentuckians to enroll in health plans offered on Kynect.

In an interview with American Health Line, Regan Hunt -- executive director for Kentucky Voices for Health -- applauded the ad, saying it is "appealing" with a basic concept that "allows you to learn something in a different way."

Hunt noted that the ad focuses on what is important, such as the coverage options, rather than the larger debate surrounding the Affordable Care Act or Medicaid expansion. She added, "I think it will prompt people to say, 'What is this thing, what is this all about?'" and will motivate state residents to search the website and contact the call center.

Brenda Gleason -- president and founder of M2 Health Care Consulting -- also praised the ad saying that it is "very well done" and "makes a lot of sense."

Gleason noted the ad delivers the message: "Kynect is for everyone" and "wherever you live this is for you." She added that the commercial combats common misconceptions people have about the exchanges, such as that it is only for the poor and young. In addition, the "visuals in it clearly are trying to represent a broad range of individuals," Gleason said, noting that the ad features graphics of a farmer, people in a city and those in a suburb.

Despite the ads overall message, Gleason said that it has a "very modern feel that is squarely aimed at 'young invincibles' and web-savvy individuals," not necessarily those 30 and older. Gleason explained that Kentucky officials likely identified those ages 18 to 30 as the main demographic they want to enroll.

Hopefully, "other aspects of campaign will reach other audiences," Gleason said.

by Heather Drost, staff writer