Virginia’s Campaign to Make More Teens

FAMIS

AMCHP 2009 Conference Reaching All Kids: Opportunities and Strategies for Collaboration Between Title V, Medicaid, and SCHIP Agencies

February 24, 2009

Why Teens?

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US All US <200% VA All VA <200%

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0-12 yrs13-18 yrs

Uninsurance Rates by Age and Income US and Virginia 2005 - 2007

Source: SHADAC from Current Population Survey, 2006, 2007, 2008

Covering Teens – The Challenge

Teens:

• More likely to be uninsured than younger children • Less perceived need• Harder to reach• Who should be targeted

Teen Campaign – Solution

Appeal Directly to Teens:• Teen Market Research showed that 2003, about

½ of teens were asked by their parents to go online and find about products and services.

• Devise targeted strategies to reach the teenage population in ways that appeal to them and inspire them to become proactive in seeking out health insurance.

Teen Campaign – StrategyCreate a campaign to viral market our message to teens and establish a social norm that “teenagers need to take care of their health.”

• Create a new “look” specifically for teens• Find a real “FAMIS Teen” spokesperson• Design a fresh new teen section of the FAMIS

website and devise ways to drive traffic to the site• Create new promotional “teen friendly” items to be

given as incentives and prize• Develop new partnerships to promote to teens

Teen Campaign Step 1 – New Look

FAMIS Teen Flyer

Teen Campaign Step 2 – New Teen Spokesperson

New FAMIS Teen TV ad

Teen Campaign Step 3 – New Web Section

• Interactive• Free Ringtones• FAMIS Teen’s Story

Launched March 2008, the FAMIS Teen section of the program website is the cornerstone of the Teen Campaign. It has special features to appeal to teens.

Go to

famis.org

and

click on

Offers link to read more of Jessica’s story.

FAMIS Teen Page

Features Jessica, our FAMIS Teen spokesperson

Teens can read more of Jessica’s story and find out how FAMIS can help them.

Link for teens to tell us their FAMIS Story

FAMIS Poll Poll is in real time so viewers can see the results instantly.

Link to send the FAMIS Teen page to a friend.

Did You Know??

Facts that are relevant to Teens.

There is a new fact each time a teen visits the site.

12 Free Ringtones for download to a computer or cell phone

Teens can take the FAMIS Scavenger Hunt and enter to win FAMIS drawstring backpacks, t-shirts, ear buds, mood pens or a water bottle.

Click here to enter.

The answer to the question is instantly displayed.

Answer 15 random questions correctly and entered to win cool FAMIS stuff!

FAMIS Scavenger Hunt

Staying Healthy

• How can I lose weight safely – TeensHealth (Nemours Foundation)

• Tongue piercing – American Dental Association• Safe Teen Driving – Virginia Department of Motor

Vehicles• Why am I in such a bad mood? – TeensHealth

(Nemours Foundation)

Section of the website with age specific health information, well visit check up schedules, and links to more information

Teen Campaign Step 4 – New Promotional Items

Teen Campaign Step 5 – New Partnerships

• Sponsored the Virginia Statewide High School Basketball Tournament

• Piloted a partnership program with a local school district

• Partnered with the Virginia State Governor’s Office to place the Teen video on the Governor’s YouTube Channel

Partnerships – FOX & VHSLPartnered with FOX Television and the Virginia High School Basketball League (VHSL) to televise for the first time the 2008 Virginia State High School Basketball Championship

VHSL Basketball Championships

• TV viewers watched the eight final championship games broadcast live over two days.

• The games broadcast in the Northern Virginia/Washington, D.C., Richmond, Roanoke, Harrisonburg, Charlottesville, and Norfolk viewing areas.

• FAMIS Teen “Jessica” TV ad seen 32 times over two days and an additional 20 times as a PSA during the following three weeks

• FAMIS Teen logo and taglines featured: – STARTING LINE UP – 8 times at beginning of each game– FAMIS PLAYER OF THE GAME – 8 times at the conclusion of

each game– FAMIS GAME BREAK – 6 times at the beginning of each Post

Game show– QUARTERLY SCOREBOARD – 3 times during each game = 24

times total– REPLAY SWOOSH – 8-10 times during all 6 Saturday games

VHSL Basketball Championships

VHSL Basketball ChampionshipsMarch 14 and 15, 2008

Partnerships – School Nurses• Partnered with the school nurses of a local

school system to pilot outreach strategies• Mainly high school population was targeted

– Lunch period raffle at all 11 county high schools – Distributed basketballs & flyers in Post Prom

“goody bags”– Ads in the school newsletter– Interview ran on the county schools TV segment

on CNN station for 3 weeks– Distributed 1,500 Teen Flyers and backpacks to

middle school students

• Over 7,000 visits to the Teen section of the FAMIS website from March 2008 to January 2009 with over 360 ringtone downloads

• Jessica ad posted on the Governor’s YouTube Channel at the end of August & received almost 150 hits in the first week and a half and more than 1,100 to date

Initial Outcomes

Teen Campaign – Summary• Long-term project – results will take time• Continue to brand & build awareness• Continue to refine message & strategy• Increase repetition – multiple contacts• Utilize the YouTube video in more ways• Key will be to identify low-cost strategies to

increase exposure to the teen population

www.famis.org

Questions?