HEALTHCARE FOR ALL: Expanding Healthcare Access for Immigrant Communities
Washington Health Benefit Exchange
Services
Research | Creative Services | Marketing and Advertising | Community Engagement | Multicultural Consultation
The Challenge
Washington State expanded healthcare access to all residents, regardless of immigration status. But many eligible residents in immigrant communities remained unaware of their options or hesitant to enroll because trust was low and the system felt hard to navigate.
Washington Health Benefit Exchange (WAHBE) asked us to close the gap between eligibility and action.
Our Approach
Lean into credibility. (Targeted Multicultural Media)
We partnered with trusted media outlets serving Spanish, Chinese, Vietnamese, and Russian-speaking communities to deliver in-language messaging across social, display, CTV, and landing pages.
Show up in trusted conversations. (Localized Earned Media Strategy)
We facilitated 10 media interviews across English, Spanish, Chinese, and Vietnamese to build awareness through real conversations, not just advertising.
Put the message on the wall. (Community-Led Art)
We brought “Health care for all” to life through community-created murals, painted by and for priority audiences in the neighborhoods they call home.
Our Solution
Turn eligibility into confidence, and confidence into enrollment. All through a data-driven, culturally responsive campaign that educates, earns trust, and drives enrollment across Washington’s immigrant communities.
The Results
Vida helped drive a record-breaking open enrollment period.
309,000 Qualified Health Plan enrollments, the highest in Exchange history
49,000 First-time enrollments
8.4M Digital impressions across social, display, and CTV
5.6M Multicultural media impressions in key immigrant communities
85,171 In-language landing page visitors, representing 61% of total campaign traffic
Click-through rates exceeded industry benchmarks, signaling strong engagement