WA State Department of Social and Health Services WA Cares Fund Awareness Campaign

CAMPAIGN OVERVEW

DSHS needed to communicate the benefits of the new WA Cares Fund Act to taxpayers across Washington State

Client Industry

Statewide Public Awareness Campaign

Campaign Length

Sept 27, 2021 – July 15, 2022

GEOGRAPHIC AREA

Washington State

PRIMARY AUDIENCE SEGMENT

Currently Employed Adults

OBJECTIVE

To encourage people to remain enrolled in the service.

Campaign Goal

Increase understanding of the value of WA Cares fund.

Challenge

Awareness campaign didn’t start until after organic coverage of the impending opt-out deadline.

Solution

Double Z combined broad reach tactics via offline television and radio stations to present our message to as many Washingtonians as possible, while at the same time increasing message frequency with precision-targeted Digital tactics to the audience segments (identified through third-party research) as those most likely to change their mind in favor of staying opted-in.

RESULTS: Delivered Impressions: 115,584,603

Television Stations: KING-TV, KREM-TV; 28,314,000 Impressions; 2,168,000 Reach, 10 Avg Freq
‍Radio Station: KNDO/DU; 6,057,000 Impressions, 407,000 Reach, 15 Avg Freq Reach, Freq, Impressions
‍Paid Social Media Facebook and Instagram 106,324 Reach, 5 Freq, 551,866 Impressions, 1,100 Clicks, 0.29% CTR, 188,170 Completed Views, 39.65% Completion Rate
‍Programmatic Digital Online Video, Banner Ads, Native Ads18 81,213,603 Impressions, 182,765 Clicks, 0.23% CTR, 2,823,890 Completed Views, 47.59% Completion Rate

Key Findings

This campaign required periodic development to accommodate the constant flux of legislature and public opinion.

By testing different creative messages, Double Z learned that the focus of this campaign moving forward needs to be educating the public on what long term care is before trying to influence their decision on a specific LTC plan.