Ad Agencies Pitching for State Media Campaign to Uninsured

by Arkansas Business Staff  on Monday, Mar. 25, 2013 12:00 am  

Next month will see what’s likely to be Arkansas’ biggest PR contract pitch of the year — a shot at the “comprehensive,” $4.3 million outreach and education campaign to encourage uninsured Arkansans to sign up for health insurance under the federal health insurance exchange.

The Arkansas Insurance Department posted its 27-page request for proposals on March 1, with an April 1 submission deadline. Qualifying agencies are scheduled to make pitches for the contract on April 17.

The one-year contract, which has an option for up to six one-year extensions, will be part of the Arkansas Health Connector program. The AHC is the name of the department’s overall effort “to connect consumers, providers, issuers and businesses” with the resources to help them get insurance under exchanges set up by the Affordable Care Act.

The Insurance Department envisions a “robust, organized, systematic, statewide outreach campaign to reach uninsured Arkansans with meaningful, understandable and helpful information regarding the Health Insurance Marketplace through media saturation.”

The RFP describes contract dollars going to an effort that could include consumer research, public relations, media planning and placement, advertising, direct mail and social media.

Basic brand identity and talking points about the exchange, along with a statewide media campaign promoting “general awareness” and “combating misconceptions and fears” about the ACA, have already been developed by the University of Arkansas for Medical Sciences’ Arkansas Center for Health Improvement and UAMS’ Creative Services department. But it will be up to the winning agency to craft a “much more specific, targeted approach” to spreading the word about the exchanges.

You can see the full RFP at (PDF).



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