Technology-driven, security-first marketing that performs

Opportunity:

In 2019, Georgia’s health insurance marketplace faced major challenges: 1.3 million residents were uninsured, yet only 360,000 were enrolled through HealthCare.gov, the Federally-facilitated Exchange (FFE). Limited plan choices, high premiums, and poor access made obtaining coverage difficult for many, especially in Georgia’s predominantly rural areas across its 159 counties. To address these issues, Georgia Access set out to expand health coverage, enhance the shopping and enrollment experience, and promote greater competition, innovation, and private-sector investment by reaching Georgians where they are. 

Solution:

To help address these issues, Georgia launched a multi-agency initiative and brought on Deloitte to provide strategic and advisory support working towards the State’s transition from a FFE to a State-based Exchange (SBE). In 2022, Deloitte engaged with the state to develop and deliver a statewide public awareness campaign (PAC) to reach Georgia’s audiences through an omnichannel paid media marketing campaign to build “Georgia Access” as a trusted brand with accessible health insurance options for Georgians.  Building on the accomplishments of the 2022 campaign, the second year of the PAC (2023) brought an expanded approach by pairing the paid media efforts with a thorough community activation strategy. This included deploying a branded truck, engaging local influencers, and attending over 70 events across the state. A trained on-site team participated in these events, connecting with families statewide to foster conversations about coverage and care. The collaboration continued in year three (2024) with the launch of Georgia’s SBE, branded as Georgia Access. By this time, the Georgia Access name had already gained significant brand recognition among Georgia audiences as the trusted storefront for accessible health coverage. Deloitte built on insights from previous years’ marketing and activation campaigns, while also implementing a targeted public relations strategy to engage the press and secure media coverage and appearances for Commissioner John F. King. Building on the momentum of year’s past, Deloitte has continued its efforts with Georgia Access into year four with the launch of the 2025 PAC for Open Enrollment (OE) 2026.

Impact:

The collaborative efforts across several years between the state and Deloitte resulted in dramatically greater access to affordable and quality health coverage across the state. In Georgia Access’s first year as an SBE in 2024, the Exchange experienced nearly 50% growth compared to the previous year, seeing a record 1.5M enrollees (including 225,000 first-time enrollees), the largest figure ever recorded in Georgia’s market. The 2024 PAC paid media efforts delivered 639M total impressions, driving 2M visits to GeorgiaAccess.gov, a 205% increase year-over-year. In addition to paid media success, Georgia Access participated in 92 events across 39 counties in Georgia during OE25, engaging over 12,000 individuals face-to-face and distributing over 21,000 promotional items. Deloitte also helped to secure earned media across major news outlets, including 13 mentions and interviews with local news stations.

Opportunity:

On March 11, 2020, with more than 118,000 cases in 114 countries and 4,291 deaths, the World Health Organization declared the coronavirus disease 2019 (COVID-19) a global pandemic. The COVID-19 response was the largest response to any disease outbreak in CDC history. As the pandemic unfolded, CDC needed to test new ways to communicate COVID-19 guidance especially when travel recommendations changed and international travelers returned to the United States. To capture the attention of the public, CDC worked with Deloitte to investigate innovative ways to deliver COVID-19 guidance to travelers.

Solution:

To help CDC reach international travelers about COVID-19 within five days of arriving in the United States, we   delivered timely public health messaging. Custom content and creative products were developed and disseminated through a paid media solution that leveraged social media and programmatic messaging. Messages were tailored to the specific audiences that typically travel through US ports of entry. In total, international travelers received public health messaging, which directed them to CDC’s international travel webpage.

Impact:

In six months, CDC reached 10,724,457 unique travelers, generated 31,629,295 impressions, and delivered an average click-through rate (CTR)   of .29%. This effort therefore was a significant step forward in accelerating CDC’s public health communication mission. Specifically, to deliver information proactively and quickly to specific audiences in a timely fashion while considering the cultural context. CDC is leveraging private industry technology to build brand awareness and credibility with international travelers. This project enables CDC to refine, elevate, and collaborate with other agencies to communicate about future public health threats to mitigate disease transmission among travelers. In 2023, our work was recognized by Hermes Creative with a Gold Award in Digital Advertising  . 

Opportunity:

The Department of Homeland Security’s Homeland Security Investigations (HSI) is a global leader in combating online child sexual exploitation and abuse (CSEA). The  department required a campaign aimed to continue Deloitte work to raise public awareness of the ongoing threat and the need to protect children nationally and internationally.

Solution:

We assisted in the development of Know2Protect.gov and its content, offering free resources and information such as discussion guides, reporting guidance, preventative measures and a dedicated portal for children, teens  , and their parents/trusted adults. We crafted tailored messaging for targeted audiences using owned channels across social media platforms. We also implemented social listening strategies and performance data tracking to help continue shaping the brand’s digital footprint to drive awareness. To amplify, we collaborated with community organizations, nonprofits, government, and private sector entities to share critical Know2Protect messaging.

Impact:

We helped Know2Protect achieve 690M+ digital impressions, formalized 20+ signed collaboration commitments with participating organizations  , and facilitated over 1,750 Project iGuardian presentations that led to 110+ victim disclosures and 7,400+ connections to the CyberTipline. Our collaboration with Homeland Security Investigations (HSI)   supported the identification and arrest of nearly 5,000 perpetrators and the recovery of 1,700+ child victims in FY  24 (1 June 2023 to 31 May 2024).