Organizing supporters to take action on healthcare.
Families USA is a major advocacy organization representing low- to moderate-income Americans who struggle to afford quality healthcare access. As supporters and authors of the Affordable Care Act, the organization was concerned with the King v. Burwell Supreme Court case that threatened to strip subsidies from millions of low income earners.
BRINK was asked to develop a campaign that would help emphasize the urgency of the case and give a voice to those affected. What BRINK planned and executed in just four weeks told compelling stories that drove thousands of supporters to engage in the conversation online and show up on the steps of the U.S. Supreme Court, putting a national spotlight on the issue while shaping the narrative in favor of empathy and compassion.
BRINK developed a cross-channel digital strategy that included a heavy social media component and, at its core, a microsite that served as an interactive storytelling piece.
Our video team traveled across the country to interview 7 real families in their own homes to discuss their struggles without health insurance and how the case would impact them.
These interviews comprised a 12-minute documentary with 8 “featurettes”, or side videos. Additionally, the video had what we called “popcorn elements” or timed messages that appeared at different points throughout the film that either encouraged an additional video, provided an in-depth resource or provided a one-click social media post to share the campaign.
We built out a full content calendar to support the campaign with text, photos, articles and video clips on Facebook, Twitter, Instagram and YouTube. We also hosted a Reddit Ask Me Anything with the Families USA Executive Director and ran paid media campaigns on a variety of platforms including YouTube pre-rolls. Finally, we developed an advocacy toolkit for Families USA to share with their ally organizations such as Planned Parenthood.
The campaign launched on the day of oral arguments at the Supreme Court. Thousands of healthcare advocates visited the website, with an average video watchtime of 5 minutes.
1 out of every 6 engaged users shared the site on a social media property using the in-page tools, helping the hashtag we developed (#DontTakeMyCare) become a trending topic with over 8,500 mentions over a 4-hour period.
The campaign achieved exactly what we envisioned: It energized and activated the strongest healthcare advocates to participate by generating thousands of online conversations.
Let’s see if we are the right fit.