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Kentucky Children's Health Insurance Program

Situation
The Kentucky Children's Health Insurance Program (KCHIP), a federally-funded program offering health insurance at no cost to uninsured children of income-eligible families, wanted to raise awareness of its program and increase enrollments.

Solution
BCG members assisted The Kentucky Cabinet for Health Services in designing and launching a campaign that had to go beyond merely raising public awareness of KCHIP; it needed to compel eligible families to take action and enroll. They helped create a statewide campaign that exceeded expectations for enrollment.

Success
The one-year goal for enrolling children into KCHIP was exceeded in the first five months. More than 4,000 calls were made to the special KCHIP "hotline" in the 30 days following the campaign launch. Television coverage of the kickoff event aired on 10 stations throughout Kentucky. Thousands of stories, including front-page articles and supporting editorials in the state's three largest newspapers, were published."

Situation
Kentucky's Children's Health Insurance Program needed help to promote registrations for this new federally funded program.

Solution
BCG members developed a 30-second television spot to promote parents taking advantage of free health check-ups for their children, which also provided an opportunity to sign up for additional free benefits. The spot played on television stations around the state for approximately two months.

Success
Kentucky health facilities were overwhelmed by the response, which was far greater than they expected. They attributed this result directly to the television spot produced by Rosetta.