Connecting Immigrant Families to Health Coverage They Can Trust
Washington Health Benefit Exchange
Services
Research | Creative Services | Marketing and Advertising | Community Engagement | Multicultural Consultation
Audience
Uninsured Washington state residents with limited English proficiency.
Challenge
Reach and build trust with newly eligible immigrant communities unfamiliar with the U.S. healthcare system or insurance process.
Outcome
In the first year, we helped approximately 2,200 new customers access qualified health plans under the immigrant health coverage expansion. And supported WAHBE in helping a record-breaking 51,000+ new customers access qualified health plans for the first time.
Approach
A community focused, data-informed strategy to build trust and increase healthcare literacy among immigrant communities through culturally relevant messaging and local partnerships.
The Challenge
In 2023, Washington State Health Benefit Exchange (WAHBE) opened health insurance enrollment to undocumented immigrants through Washington Healthplanfinder (HPF), expanded coverage to many that were previously ineligible for insurance. But enrollment wasn’t always straightforward, beyond simple lack of awareness, these communities also faced many faced language barriers, cultural mistrust of Western medicine, and limited understanding of how healthcare and insurance work.
To address these challenges, the Washington Health Benefit Exchange partnered with us to build a culturally responsive outreach campaign that would connect people to HPF in ways that felt relevant, respectful, and trustworthy.
Our Approach
Our strategy was community-led and data-informed—grounded in the lived experiences of immigrant communities and shaped by insights from local partners.
We began by listening. We hosted community listening sessions and collaborated with local organizations representing immigrant communities across Washington. We gained a deeper understanding of the barriers people faced, resources they needed, and information they lacked.
Strategy
Combining community insights with demographic and geographic data, we developed a geographically focused and culturally resonant communications strategy to build awareness and trust in HPF and increase healthcare and insurance literacy in the community.
Campaign
Then we built messages and materials that met people where they were, in the languages they speak, and through the channels they trust. Our campaign focused on a dual track of partnerships with community-based organizations (CBOs) and multichannel advertising.
Highlights
Transcreated messaging in 26 languages
Hosted 175 in-person events
2 murals painted with the community
The Impact
Reach
Generated 27+ million ad impressions across multicultural media, digital ads, and social media channels.
Partnered with 9 community-based organizations (CBOs) across 16 counties, delivering multilingual outreach in 37 languages at more than 175 in-person events.
Resonant and relevant ad messaging led to click-through rates 3 to 4 times higher than industry standards.
Half of all ad clicks came from BIPOC communities we aimed to engage.
Results
Led a 150%+ increase in traffic to the project website, boosting public awareness and engagement.
In the first year, we helped approximately 2,200 new customers access qualified health plans under the immigrant health coverage expansion. And supported WAHBE in helping a record-breaking 51,000+ new customers access qualified health plans for the first time.