BEING A WOMAN IS NOT A PRE-EXISTING CONDITION by LAFORCE, The Concept Farm for National Women's Law Center

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BEING A WOMAN IS NOT A PRE-EXISTING CONDITION

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency LAFORCE
Agency The Concept Farm
Creative Director Robert Waldner
Art Director Robert Singh
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: NATIONAL WOMEN'S LAW CENTER
Product/Service: ADVOCACY FOR HEALTHCARE REFORM
Agency: THE CONCEPT FARM
Agency: LAFORCE + STEVENS
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: THE CONCEPT FARM, New York, USA
Entry URL: http://www.awomanisnotapreexistingcondition.com/
Vice President Of Communications: Karen Schneider (National Women's Law Center)
Director \of Outreach: Nicole Oxendine (National Women's Law Center)
Associate Creative Director/Copywriter: Brian Thompson (The Concept Farm)
Art Director: Robert Singh (The Concept Farm)
Account Director: Elaine Marino (The Concept Farm)
Digital Director: Matt Plavoukos (The Concept Farm)
Account Executive: Valerie Jauma (The Concept Farm)
Creative Director: Robert Waldner (The Concept Farm)
Creative Director/Partner: Ray Mendez (The Concept Farm)
Media placement: Rich Media Banner Ads - Lotame Network Sites (Air America, Daily Motion, Live Journal, Etc.) - 19 October 2009
Media placement: Rich Media Banner Ads - Gigya Network Sites (Facebook.com, Myspace.com) - 19 October 2009
Media placement: Paid Search - Google (Adwords) - 19 October 2009
Media placement: TV Campaign - 1 Spot - Time Warner Cable (Terre Haute, IN; Cincinnati, OH; Erie, PA) - 17 March 2010
Media placement: TV Campaign - 1 Spot - WCIU/NBC, Erie, PA - 17 March 2010
Media placement: TV Campaign - 1 Spot - WSEE/CBS, Erie, PA - 17 March 2010
Media placement: TV Campaign - 1 Spot - WKRC, Cincinnati, OH - 17 March 2010
Media placement: Flash Banner Ads - Yahoo! Network Sites - 15 March 2010

Describe the objective of the promotion.
The National Women’s Law Center needed to develop a campaign encouraging women to join the healthcare debate, arguably the most important initiative for women in over a generation. This fiercely polarising topic required honest, insight-driven creative to connect with women, raise awareness of gender discrimination in health care insurance practices, and ultimately get people to contact Congress to voice support of passage of the Health Care reform bill by phone, email or letters.

Describe how the promotion developed from concept to implementation
To loudly call-out the discrimination women face when seeking Health Care coverage, we appropriated Health Care lingo and created the campaign: “Being A Woman is Not A Pre-existing Condition.” Two videos were created and distributed across NWLC-owned media including Facebook and Twitter. A micro site prompted users to call or send letters to Congress through a seamlessly integrated third party application. Through a self-contained rich media widget, over 50 websites incorporated the campaign into their blogs and news stories. Paid media targeted women who were frequent video watchers and content sharers. A Facebook fan acquisition campaign helped extend the conversation.

Describe the success of the promotion with both client and consumer including some quantifiable results
In two months the campaign generated over 522,000 video views and 9,600 letters to Congress. We had 41,000 unique visits to the micro site and Facebook fans grew from 1,000 to 15,000. We saw a 32% lift in awareness of gender discrimination in health care, a 42% lift in ad awareness and a 35% increase in intent to take action by contacting Congress. Reform proponents were ultimately successful when the healthcare bill passed Congress on March 22, 2010. Three critical Congress members targeted in March with spot TV executions of the video each voted “yes” on the final bill.

Explain why the method of promotion was most relevant to the product or service
Our campaign asked Americans to demand health care reform and take immediate action. To compound a complex communications challenge, the teams had to keep pace with the progress of a quickly evolving political process, leaving only three weeks to concept and execute if the NWLC was going to impact the debate. A powerful message shared via online media channels best accomplished this, with features that allowed for immediate activation with calls and emails to Congress, and with emails to share the message with others or make a donation to help ignite the movement.