Minnesota Healthcare Renewal Campaign
How do you communicate simply about a complex task?
IDEATION • COMMUNICATIONS PLANNING • WRITING • COLLATERAL • DIGITAL TEMPLATES • WEBSITE • CAMPAIGN
Eliminate obstacles to understanding
When tasked to create a statewide campaign for the Minnesota Department of Human Services to alert Medical Assistance and MinnesotaCare recipients to renew their healthcare coverage annually, we began by defining the process and simplifying it down. Once we got to the essence of what participants needed to do at each step in the process, things became easier to explain and follow.
Create a system for simplicity
Using consistent and recognizable graphics, like the blue dot image that appears on renewal envelopes and language that provided straightforward instructions directed at the recipient, we developed a system for the renewal communications that was easy to understand and apply across all touchpoints.
Focus on accessibility
To make sure information was readily available to all audiences, we updated the website with the current process, graphics, and content and developed a renewal campaign toolkit of materials including flyers, posters, social posts, and ads in multiple languages and in accessible formats. As a result, the state was able to inform audiences quickly and effectively about upcoming renewals, reaching both those who needed to renew as well as support service providers across the state.
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