Context: Following its passage, the conversation around national healthcare reform was at best confused, at worst negative. And that was keeping people from actually enrolling and getting coverage.
Insight/Idea: To neutralize the noise and drive people to GetCoveredAmerica.org, we knew we needed the help of someone that everyone could get behind, someone who cares about all Americans; we needed someone who was bipartisan in nature and perhaps hairier than most.
Why This Case:
Results: In the end it was the smallest members of American households who had the biggest impact on this contentious and historic effort with the campaign resulting in over 850 million impressions in just the first 9 months.