HealthSource RI launches ‘Nag Tool Kit’

HealthSource RI, Rhode Island’s health benefits exchange, has launched a new social media advertising campaign targeted to the “young invincible” population. The campaign encourages young invincibles to enroll in health insurance, teasing that if they don’t, HealthSource RI will teach their mothers how to find them on social media. More

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HealthSource RI launches ‘Nag Tool Kit’

The campaign includes an advertisement to Rhode Island Facebook users who fit the young invincibles age profile (ages 23 to 33). The ad drives Facebook users to www.healthsourceri.com, where they can compare plans, see if they qualify for a tax credit and enroll in the plan of their choice.
Posted 3/24/14

PROVIDENCE – HealthSource RI, Rhode Island’s health benefits exchange, has launched a new social media advertising campaign targeted to the “young invincible” population. The campaign encourages young invincibles to enroll in health insurance, teasing that if they don’t, HealthSource RI will teach their mothers how to find them on social media.

The campaign includes an advertisement to Rhode Island Facebook users who fit the young invincibles age profile (ages 23 to 33). The ad drives Facebook users to www.healthsourceri.com, where they can compare plans, see if they qualify for a tax credit and enroll in the plan of their choice.

The campaign also includes an advertisement specifically to Rhode Island women ages 45 and older. This advertisement drives users to www.nagtoolkit.com, where moms are encouraged to “select a tutorial and learn how to be where your kids are. And how to nag them mercilessly.”

The “Nag Tool Kit” includes actual instructions for using social media sites that are popular with young invincibles, including Snapchat, OKCupid, Tinder, Twitter and Vine.

The campaign was designed to be fun, as well as to recognize the powerful influence that mothers have on encouraging young adults to get health insurance.

The Facebook advertisements will run through the end of March. The March 31 deadline for open enrollment period for individuals and families marks the last day individuals can get covered in 2014 and avoid paying a federal penalty. Medicaid-eligible individuals may enroll at any time during the calendar year.

Small employers may enroll at their regular renewal date at any time during the year.

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