Coalition for Medicare Choices Video Campaign

Challenge

The Coalition for Medicare Choices, a dedicated advocate for protecting Medicare Advantage plans that provide Americans aged 65+ with affordable insurance options, faced a critical moment as Congress approached a pivotal vote on reauthorizing essential funding for the program.

The stakes were immense, and intense political opposition threatened the program that millions of seniors rely on for healthcare. The Coalition needed to mobilize lawmakers and the public, so their public affairs firm approached us with a challenge: create a compelling, cost-effective campaign that would convey the importance of Medicare Advantage and rally broad support for its continuation.

Approach

We tackled this challenge by developing an emotionally charged video campaign that brought the voices of Medicare Advantage recipients front and center. Using an unscripted, documentary-style approach, we captured the heartfelt stories of seniors across the U.S., sharing their personal experiences with Medicare Advantage. Each video highlighted distinct themes—affordability, accessibility, and fundamental human rights—tailored to resonate with specific audiences.

Midway through the campaign, the Coalition asked us to expand our efforts by building a website and designing a social media strategy to amplify the campaign further. Despite a tight budget, we created a robust digital platform that became the central hub for the long-form versions of the videos. We also created shorter, targeted video clips for Facebook, Twitter, and LinkedIn, allowing us to engage with key audiences on multiple fronts and drive traffic to the campaign’s digital home.

As the campaign progressed, our team refined the video content through A/B testing, identifying which emotional tones and messaging resonated most with the audience. Urgent and heartfelt themes performed best, so we emphasized these across all platforms. We maximized our impact (and budget) by using strategic geotargeting on social media—mainly focusing on the DC beltway—ensuring that our message reached key decision-makers and their communities.

Results

With unprecedented engagement for a public affairs campaign, the high-performing videos, newly developed website, and social media strategy helped strengthen the Coalition’s message and significantly expanded the campaign's reach.

The ultimate result? The Coalition noted they’ve never seen such legislation pass so quickly: Congress quickly voted to protect Medicare Advantage, and The Coalition for Medicare Choices cemented its role as a powerful voice for Medicare advocacy. The campaign proved authentic storytelling and an integrated digital strategy can move hearts and influence change.