Pennsylvania’s Children’s Health Insurance Program
The Children’s Health Insurance Program (CHIP) was established nationwide in 1997 for working families who can’t afford traditional coverage for their children but earn too much to qualify them for Medicaid. The Pennsylvania Department of Human Services turned to us for outreach help so that more families would understand CHIP PA program eligibility and apply to get their kids covered.
Knowing some people mistakenly thought the program was only for low-income families or unemployed families, we developed a campaign to turn those misperceptions on their head. Inspired by the knowledge that everyone possesses a profound capacity for strength, we wanted to salute the many unique ways children and parents are strong and live beyond expectations.
Refresh of the CHIP brand was inevitable to draw the audience’s attention to our new campaign. Its concept centered on spotlighting children of CHIP – the children who are CHIP Strong. Celebrating those who know it’s easier to fit in but choose not to go along, those who persevere for answers, those who redefine success and make the imperfect perfect. Those whose kindness makes a lonely child smile. And, supporting the parents who are quiet superheroes in their children’s’ lives.
Rollout of the CHIP Strong marketing strategy combined print, digital and broadcast media campaign that was amplified through an intensive grassroots initiative to reach thousands of rural Pennsylvanians residing in 48 out of 67 counties in Pennsylvania. Today, the CHIP Strong campaign continues to run each year on a wide range of broadcast and digital media.