Access Health CT’s 2025 Open Enrollment Period coincided with a contentious presidential election, uncertainty around the Affordable Care Act and increasing health insurance premiums. Because of this, it was more important than ever that Access Health CT reach residents across Connecticut to provide the information and resources they need to make the right health care decisions for themselves and their families.
We knew a few traditional press release distributions and static banner ads wouldn’t be enough to break through the noise. Together, the earned and paid media teams worked to create innovative opportunities to put the Access Health CT mission front and center. From exclusive media interviews and brand activations, we found unique ways to cut through the clutter.
Our efforts not only met all benchmarks but exceeded them significantly. Access Health CT saw record-breaking enrollment, with 151,151 Connecticut residents enrolling in a health insurance plan through Access Health CT. And on the media side of the house, the paid and earned teams delivered over 230M impressions over the course of 10.5 weeks.
Examples of coverage emphasizing what customers should know about Open Enrollment
Example homepage takeover from the campaign launch
