TACTICS

The campaign employed a comprehensive media strategy to reach New Yorkers enrolled in public programs whose coverage was expiring. It utilized a mix of digital, TV, radio, out-of-home, and print channels to create awareness and drive enrollment.

Digital channels like YouTube TrueView ads, social media platforms (Facebook, Instagram, Snapchat, TikTok), influencer marketing, search ads (Google, Bing), and programmatic platforms (OM Trade Desk, Spotify) were leveraged for broad reach and targeted messaging. Additionally, cross-device and CTV ads complemented traditional TV execution.

Out-of-home advertising included a mix of transit and place-based media like digital subway trains, platform liveboards, branded pharmacy bags, desktop standees, and take-one displays in independent pharmacies.

The campaign ensured inclusivity by offering materials in English, Spanish, Chinese, and Russian.