With the deadline to enroll for affordable health insurance fast approaching, Barton F. Graf, the Coverage Coalition and Get America Covered have turned to history's most famous yeller –Paul Revere – to spread the word across the country.
In a series of TV PSAs created by a team at Barton F. Graf and produced in-kind by Park Pictures, Revere travels across the US on a horse-motorcycle shouting to whoever will listen, "The deadline is coming! The deadline is coming!" The spots were directed by Alison Maclean.
Coverage Coalition plans to roll out several different spots throughout open enrolment, including tips on signing up, that most qualify for financial help and that 8 out of 10 can find plans for under $75, and an increasingly yell-y countdown to the deadline as he makes his way across the country. The mix of :30, :15, :06 spots include versions where Revere travels through some of the states that need the message most. The spots will debut on national television thanks to Coverage Coalition partner, the Entertainment Creative Collaborative Outreach Program (ECCO) and donations from local station owners and affiliates.
Since launching last month, Coverage Coalition has continued to gain momentum by adding new advertising partners daily (full list below) that are assisting on all fronts from donated media to design and SEO services to production and public relations. In addition to the donated national television media, Coverage Coalition has also received donated radio, OOH and digital space that will be launching nationally later this month.
The Coverage Coalition was started as a result of the advertising budget for the Affordable Care Act being slashed by 90% and the length of the enrollment period being cut in half. Barton F. Graf wanted to do something to make up the difference, and the best way they knew how was through advertising. They called (and continue to call) on all their industry friends in creative and media to join them in spreading the word by creating ads, donating media space, and encouraging awareness.
The Coverage Coalition is a non-partisan, non-political, pro-bono effort with one goal in mind: to spread the word about health care enrollment which is now through December 15. Thousands of people have already changed their Facebook profile image to support the cause. Change yours here or visit coveragecoalition.org
Barton F. Graf
Get America Covered
Park Pictures & Alison Maclean
Butter Music & APM
Working Not Working
Never The Less
Get Covered Philly