Coordinated Care Network
Choose or Lose

The objective was to convince the homeless and the underprivileged to enroll in the CCN health plan. This plan consisted of the local health, mental and social agencies that they used already. The problem was if they didn't enroll by the deadline, the government would choose a plan for them, a plan that probably would not include the services they normally used. A very skeptical target audience made the "Push" portion of this Push/Pull strategy the key to the success of the campaign. Enlisting social workers and the clergy to deliver the message in the advertising turned them into "word of mouth" promoters as well. This "word of mouth" or push by the only people that this audience really trusted was the major factor in eclipsing the campaign goals by 300 percent.