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2015 GOLD GOVERNMENT, INSTITUTIONAL & RECRUITMENT
UNITED STATES
kynect: Kentucky's Healthcare Connection kynect: For Every Kentuckian
David Vawter, Chief Creative Writer/Copywriter Michael Bagby, Art Director/Design Director Trina Reisert, Management Supervisor Michael Littman, Chief Marketing Officer Delane Wise, Broadcast Producer Todd Spencer, Chief Executive Officer Bruce Pugh, Print Production Manager
Picasso Pictures
Richard Price, Executive Producer Jens Blank, Animator/Director Anna Benner, Animator/Director
SUMMARY
kynect is Kentucky's state-run health insurance exchange the state version of "ObamaCare." The accompanying ad campaign was created to persuade Kentuckys 640,000 uninsured to enroll in the exchange and get covered. By the end of the initial enrollment period, 65% of eligible Kentuckians had enrolled in kynect the highest per capita in the country, and three times the national rate. Of that number, 52% were under the age of 35 (the most desirable group), versus 28% nationally.
