Over the past five years, we’ve helped the Coalition expand their traditional advocacy efforts to digital — and that preparation allowed us to launch a hyper-targeted advocacy campaign against the ongoing threats to health care that cropped up throughout 2017.
Coalition to Protect America’s Health Care
Driving online and offline advocacy actions
The Challenge
Build a nationwide grassroots community of advocates ready to protect patient care whenever it’s threatened — including the recent attacks on the Affordable Care Act.
The Insight
Between the rapid-response moments, keep the community informed and inspired, priming them for the next time we need their voices.
The Solution
We built from scratch a community of 2 million supporters who took more than 1 million actions in support of the Coalition’s key objectives.
The Coalition to Protect America’s Health Care advocates on behalf of hospitals to protect federal funding for patient care.
The Fight for the Affordable Care Act
In 2017, as the debate around repealing the Affordable Care Act heated up, we responded quickly with cross-channel campaigns spanning email, social, and paid media. We moved our supporters through a series of calls-to-action — from spreading the word to direct contact into Congress. Utilizing some of our best practices, we personalized the experience based on users’ history with the Coalition, asking the most engaged supporters to take the highest barrier actions — like calling their elected officials.
The always-on campaign approach
Between moments when health care was directly threatened, we kept the community informed and primed for the next time we would need them to take action. This sustained effort has included partnering with the Coalition to tell the stories of “Hospital Heroes” and drive home the importance of federal funding for hospitals across email, social, and video. We produced a series of videos that immerses viewers in a hospital NICU, where tiny, mighty patients receive life-saving care from a small — but dedicated — team of doctors and nurses.
A flood of advocacy actions, and a big win
The Coalition’s wins in protecting the ACA didn’t happen in a vacuum. A steady drumbeat of stressing the importance of everyday patient care prepared our supporters to spring into action in 2017. They directly engaged with their lawmakers, sending more than 550,000 letters and 20,000 tweets, and making more than 6,000 phone calls to members of Congress throughout the repeal and replace debate. We also employed hyper-targeted paid media campaigns to reach, educate, and sway key legislators on the negative impacts ACA repeal could have on their constituents. Overall, more than 75% of all advocacy actions in 2017 came from cross-channel paid media campaigns that drove this mobilization of increasingly vocal supporters.
Results
- 2M advocates & supporters
- 1M actions taken to protect quality care
- 550K letters to Congress during 2017’s repeal and replace debate