Crossing My Fingers

You'll be okay. Probably.

Get Covered Illinois had a successful first open enrollment period but after spending months off the air and with Marketplace awareness levels still low among Illinois consumers we knew we needed to kick off our second open enrollment period (#OE2) public education campaign with something strong. We needed something that would help us cut through all the noise flooding the airwaves this time of year; relevant to the issues; grounded on research; targeted but with enough cross market appeal to run statewide; and something that would ultimately lead to more people getting the health coverage they need.

So far, that's what the Luck Plan is doing for Get Covered Illinois. Here are a few of my favorite Luck Plan news clips from week one of #OE2:

• New Ad For Obamacare Is Genuinely Hilarious: 'You'll Be Okay, Probably' – Huffington Post
• The new Obamacare ads are here! (And yes, there are flannel shirts and hipster hats.) – Washington Post
• Chicago’s Spoof-Tastic “Luck Plan” Encourages Millennials To Get Health Coverage – Marketing Land
• Get Covered Illinois launches seriously funny ad campaign to sign Millennials - Chicago Business Journal
• With 'Luck,' Illinois hopes to lure young adults to buy insurance – Chicago Tribune

Although I love the headlines, it's the comments/conversations generated by the stories that I find most impressive. People are actually debating the merits of the ACA, sharing their enrollment stories, and even discussing if relying on luck is a risk worth taking (it's not!). That is the "right" kind of conversation we will be building on over the next few months.

This is an exciting start to a much larger integrated public education campaign. We'll soon be rolling out new ads, events and other aspects of our statewide campaign --- I'm crossing my fingers (intentional pun) that they will spark as much conversation as our first Luck Plan ad.

I'm looking forward to sharing some of our other work and enrollment progress during #OE2.

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