Calm in the Chaos

About This Project

Summary

We’re all seeking Calm in the Chaos. Health insurance can help. For the 2023 open enrollment period for Maryland Health Connection, the state’s health insurance marketplace, GMMB launched an integrated campaign to motivate Marylanders to get covered. We tapped into the universal experience that life can be unpredictable, but with health insurance, you can get peace of mind. The campaign sought to connect with Black, Latino, and young adult Marylanders who are more likely to be uninsured.

Goals & Objectives

We sought to increase enrollments in private health plans available through Maryland Health Connection, with an emphasis on bringing new enrollees into the marketplace. We focused on reaching Marylanders whose lives were in transition to offer the stability health insurance provides.

Results & Impact

We hit a record enrollment total of 213,895 Marylanders – a 17% increase from the year prior. This growth included a 64% increase among new enrollees, including 33% among Black and 30% Hispanic enrollees. The advertising campaign garnered 77M impressions and drove 268K conversions.