The Hispanic population is more likely to have pre-existing conditions or poor health, yet 19% are uninsured, the highest of any racial or ethnic group.
Eighty-one% of them are eligible for a coverage option but aren’t insured.
Why?
Confusion about eligibility.
Seventy percent state cost as the reason they don’t have health insurance. Which means they don’t know about low- to no-cost options.
To spread awareness, we used the beloved “Sana sana” rhyme—a sweet saying Hispanic parents have used to soothe their children for generations—to inform our audience about coverage options.
In less than six months, the campaign generated nearly 1.3M ad clicks and over 30,000 applications for Medicaid benefits. The brand gained a 15% increase in favorability and a 5 point uptick in brand purchase intent.
