Cover Tennessee • TN Dept. of Finance & Administration

The State of Tennessee asked W+A to help market a bold new initiative designed to provide basic, affordable health insurance options for people who either didn’t have access or couldn’t afford it.

Insight The rising cost of health care had put coverage out of reach for many hard working, responsible Tennesseans. Cover Tennessee programs provided health coverage for “most of what most Tennessean need.” Action An integrated statewide mass media and grassroots campaign combined television, radio and outdoor advertising with PR and partnerships with organizations like the YMCA, Boys & Girls Clubs, pharmacies and local churches. Results In a little over two years, the campaign helped Cover Tennessee go from 0 to more than 115,000 members. Our grassroots program alone directly reached more than 1,212,000 people in the communities where they live.

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“Daniel”

“Andrea”

“Tiffany”

“Dottie”

“Steve”

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“Annual Report” Clear and concise report for the Tennessee Legislature.

“Faith Community Brochure“ Full-color overview of how Cover Tennessee programs help this specific community.

“Arts Community Brochure” Two-color overview of how Cover Tennessee programs help this specific community.

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“Dottie” Print ad for the small business community.