How do you help a non-profit market a state subsidized program that provides health insurance to poor children?
By focusing media attention on the new promotional video developed to promote the program and then showcasing it in a web site.
Instead of calling the video a public service announcement, we premiered it as a "music video" during a meeting of community health centers leaders.
We provided copies of the video and brought the student who composed the sound track up from Baltimore - where he was studying at the Peabody Conservatory - for a full fledged media event.
The event drew health reporters from Connecticut's major daily newspapers along with camera crews from three of five television news outlets. We followed up by sending a localized news release to weekly newspapers covering urban centers.
Finally we put the video and supporting materials on the web.Results: free broadcast of the video on three TV stations; enthusiastic support from the health care community for use of the video by their staff; print stories calling the campaign a success.
I think
it's going to be very
important, if
there's a health plan
out there
and kids can have it."
Makia,
age 17
Results: The media conference we conceived and conducted attracted print, TV and radio coverage . The 'music video' aired on two TV stations and the 'soundtrack' was featured in radio coverage.