To help prevent eligible Medicaid recipients from losing coverage, the Louisiana Department of Health partnered with Covalent Logic to launch the “Keep Your Coverage” campaign. This five-month campaign raised awareness around the Medicaid renewal process. It emphasized the need for members to update contact details, check their mail for important updates and respond promptly to eligibility verification requests.
Our team implemented a comprehensive and culturally specific media plan that used layered outreach, ranging from traditional media and streaming to grassroots channels like receipt tape ads and care packages. Messaging such as “Stay Covered. Don’t Risk Losing Your Benefits” reached targeted residents across Louisiana, particularly in low-income and rural communities. A dedicated landing page centralized access to vital Medicaid renewal tools, helping drive meaningful engagement.
The display ads generated over 37 million impressions, while video content was viewed nearly 2.7 million times. The campaign landing page drew more than 175,000 users, and over 66,000 visitors took action to update or renew their Medicaid coverage or get help with the renewal process. Overall, the campaign was a success!
Project Goals
The goals of this project were to drive general awareness of Medicaid eligibility and renewal timelines, prevent coverage loss among eligible Medicaid members and generate substantial campaign engagement, including views, clicks and on-site conversions.
Strategy
Our strategic approach integrated a high-frequency media plan across television, streaming, radio and digital platforms, with extra focus on formats directed to low-income and Hispanic audiences. Grassroots efforts—including receipt tape ads and bus wraps—further amplified the message in underserved communities. All creative pointed to a campaign-specific landing page to encourage action, while printed materials and care packages reinforced the messaging at health centers and provider locations.
Audience
The audiences for this campaign included Medicaid-eligible Louisiana residents, low-income individuals, rural communities and Hispanic populations across the state.
