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Parents Schooled in Social Media with Obamacare Nag Toolkit

25/03/2014
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NAIL Communications harness online parental pester power to encourage young people to sign up

Given the impending deadline for under the Affordable Care Act, (AKA Obamacare), Americans must sign up and pay for health insurance by March 31, 2014 or face a possible tax penalty.

Young adults don't want to sign up for health insurance. They also don't want to be nagged. Providence, RI-based NAIL set out to find out which they wanted less with the nagtoolkit.com. The toolkit helps moms find their way around the digital social networks where their adult kids spend so much of their time. 

So imagine his surprise while he's flicking through Tinder looking for a date to suddenly have his mother’s profile pop up—scolding him for not having health insurance. With simple “how to” instructions The Nag Toolkit will help moms find and nag their kids wherever they try to hide on-line, whether it’s OK Cupid, SnapChat or Twitter.

Of course none of this needs to happen if they simply sign up for health insurance through HealthSourceRI,(HSRI),  Rhode Island's health benefits exchange, the one-stop marketplace for Rhode Islanders and Rhode Island small employers to compare and purchase coverage that best fits their needs.

According to Jeremy Crisp, Managing Director of NAIL, “We are advertising the website to mothers on Facebook along with helpful tips for hunting down their young adult kids. And we are also sending ads to their kids (via OkCupid and Facebook) letting them know that their moms may soon start showing up all over their digital social lives unless they do something about it soon.”

 

Credits:

 

Agency: NAIL Communications

Creative Director - Alec Beckett, Brian Gross

Copywriter - Rodrigo DeLima

Art Director - Bob Troutman

Social Strategist - Greg Shumchenia

Digital Design - Sam Holland

Graphic Design - Colin Gillespie

Account Manager - Mary Kate Winter

Account Director - Jeanette Palmer


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