Get Covered. Stay Covered. A social marketing initiative to encourage community college students to sign up for insurance under ACA
To meet this challenge, we designed and implemented a social marketing initiative to encourage community college students to sign up for insurance in the year 2 enrollment period, November 2014-February 2015. Using the revised reasoned action approach of Fishbein and colleagues, we first conducted formative research to better understand the attitudes, subjective norms, perceived behavioral control, and intentions of community college students (N= 847) in rural Illinois to enroll and maintain insurance. Based on the formative research, we developed key messages for the 4-month campaign at four community colleges. We used a product, price, place, and promotional strategy, employing the same key messages for all the colleges, but varied in the channel delivery: traditional media only, social media only, in-person information plus radio ads, and a combined media and in-person intervention.
To evaluate the initiative, we are conducting a baseline and follow up survey at the four colleges plus a control college site. The findings have implications for future enrollment efforts in the ACA Health Insurance Marketplace.
Learning Areas:Implementation of health education strategies, interventions and programs
Describe three findings from formative research that were used to design messages in this initiative. Explain how the “place” component of social marketing was implemented. Identify two challenges and two benefits of working with community college sites.
Keyword(s): Affordable Care Act, Social Marketing
Qualified on the content I am responsible for because: I teach and do research in social marketing and was a Co-PI on this project.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.