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Effective Date:

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Attachment 15 Outreach Results

Iowa’s CHIP Marketing Campaign Results from Jan 2008 – June 2009 In January 2008, we began an extensive media campaign with ZLR Ignition. The focus was on families earning less than $40,000 per year, which is made up primarily headed by adults age 18-49. The campaign skewed slightly towards females and used a variety of stations and materials to cover the racial and ethnic aspects of our population. The advertising vehicles included broadcast television, cable, radio, newspapers, gas pump toppers, bus transit and billboards. Broadcast television spots aired in all of Iowa‟s 99 counties. Cable television spots aired in 41 counties in 2008 and all 99 counties in 2009. Radio spots aired statewide for 24 weeks. o Radio extended the message to the hard-to-reach rural areas. o Radio advertisements were play specifically on African-American and Hispanic stations. o Total traffic sponsorship announcements aired to supplement the campaign. Newspaper advertisements included eight half-page ads, free standing insert in metro papers and a special section in 83 papers in 2008 and 75 papers in 2009 for “Cover the Uninsured Week”. The section‟s articles included hawk-i Helps Family Through Life-changing accident, Uninsured Kids at Greater Risk for Vaccine Preventable Diseases, Medicaid Provides Financial Lifeline, Tips to Raise Healthy Kids, and Study Finds Fewer Delays in Care, Better Overall Health for hawk-i covered Children. Gas pump toppers posted statewide from March to July in 2008 and then received bonus posting from August to October. Some stations also posted free window clings. Transit ads were posted in Sioux City, Dubuque, Cedar Rapids, Waterloo, Clinton and Des Moines. The Des Moines posting specifically included the Iowa State Fair buses. Outdoor billboards were posted between February and April in both metro and rural areas. They were strategically placed in counties with income below $40,000 year and to reach a diverse population. In addition, we received $1,019,400 dollar in add values advertisement through 3,543 broadcast TV PSA‟s, 27,262 cable TV PSA‟s, 3,067 bonus radio spots, and 2,496 extra posting days on billboards in 2008. In 2009 the Department received $680,570 in added values advertisement through 2,511 broadcast TV public service announcements, 51,988 cable TV public service announcements, 448 bonus radio spots, and $109,258 worth of extra posting days on billboards.

ZLR Ignition held kick-off events in Des Moines and Cedar Rapids; promoted Cover the Uninsured Week; and began Cover the Kids Day, where more than 1,000 churches shared information about hawk-i with their congregations. In addition, they also created the new hawk-i logo, designed new letterhead and redesigned the brochure cover, bookmark and website.