PeachCare for Kids - Georgia, USA
PeachCare for Kids, created by the Georgia legislature in spring 1998, was the Georgia version of the federal Children's Health Insurance Program. It was designed to provide health insurance for children in working-class families. Under this programme, children received comprehensive medical care - including check-ups, accident coverage, prescriptions, and eye and dental care - for only $7.50 per child per month, with a maximum of $15 per family. There were no co-payments or deductibles, and children under 6 were covered free.
Communication Strategies
Parents enrolled in the programme by calling a toll-free number.To reach parents in a variety of ways, all efforts were synchronised to provide four annual "booster shots" of media, public relations (PR), and community-oriented events.
The PeachCare for Kids media campaign included paid and public-service advertising appearing on television, radio, outdoor, and transit advertising. To ensure coverage throughout the year, the advertising programme was conducted 4-6 weeks each in winter, spring, summer and fall.
The theme of the advertising campaign, which was "Now You Can Afford Peace of Mind," addressed the practical and the emotional needs of potential PeachCare families. The advertising was intended to evoke the heroism of working-class parents by recognising their love and dedication to their child. For instance, the radio commercial "Vicky" told the story of a father and his daughter; the TV commercial "Emma" spotlighted a mother and her son.
To maximise efficiency, public relations events were synchronized with advertising. Tactics included creating new stories and press events, as well as a series of public relations products including audio news releases and newspaper stories.
During the first month of the programme's existence, there were two major events to stimulate media coverage and generate awareness: the December 1 launch, which was hosted by Grady Hughes Spalding children's hospital in Atlanta, and the December 16 Statewide Sign-Up Day, which was co-sponsored by nearly 100 hospitals throughout the state.
Community outreach was accomplished with the help of local organisations - from schools and hospitals to churches and community centers - who had personal relationships with families. The community relations programme included in-person training sessions geared toward members from over 500 local health care provider and hospital communities, as well as other local community-based organisations. The programme built on partnerships established through these activities with a quarterly PeachCare for Kids Update Newsletter that provided ongoing information about the status of the programme, upcoming events, and ideas for partner participation.
The Right-From-The-Start Medicaid workforce, with over 120 representatives statewide who specialise in non-traditional outreach, spoke to families about the programme all across the state - from the statewide meeting of the Georgia Parents Parents Teachers Association (PTA) to the Thanksgiving Day parade in Macon, Georgia.
The PeachCare for Kids media campaign included paid and public-service advertising appearing on television, radio, outdoor, and transit advertising. To ensure coverage throughout the year, the advertising programme was conducted 4-6 weeks each in winter, spring, summer and fall.
The theme of the advertising campaign, which was "Now You Can Afford Peace of Mind," addressed the practical and the emotional needs of potential PeachCare families. The advertising was intended to evoke the heroism of working-class parents by recognising their love and dedication to their child. For instance, the radio commercial "Vicky" told the story of a father and his daughter; the TV commercial "Emma" spotlighted a mother and her son.
To maximise efficiency, public relations events were synchronized with advertising. Tactics included creating new stories and press events, as well as a series of public relations products including audio news releases and newspaper stories.
During the first month of the programme's existence, there were two major events to stimulate media coverage and generate awareness: the December 1 launch, which was hosted by Grady Hughes Spalding children's hospital in Atlanta, and the December 16 Statewide Sign-Up Day, which was co-sponsored by nearly 100 hospitals throughout the state.
Community outreach was accomplished with the help of local organisations - from schools and hospitals to churches and community centers - who had personal relationships with families. The community relations programme included in-person training sessions geared toward members from over 500 local health care provider and hospital communities, as well as other local community-based organisations. The programme built on partnerships established through these activities with a quarterly PeachCare for Kids Update Newsletter that provided ongoing information about the status of the programme, upcoming events, and ideas for partner participation.
The Right-From-The-Start Medicaid workforce, with over 120 representatives statewide who specialise in non-traditional outreach, spoke to families about the programme all across the state - from the statewide meeting of the Georgia Parents Parents Teachers Association (PTA) to the Thanksgiving Day parade in Macon, Georgia.
Development Issues
Children, Health.
Key Points
Over 300,000 Georgia children have no health care. The majority of their parents, 90% of whom work and 40% of whom are single parents, receive no other form of state assistance and do not receive private insurance through their employers.
PeachCare aimed to make it as simple and straightforward as possible for them to learn about the programme and to enroll. An effort was made to speak to busy parents on the TV and radio stations they listened to, and reach out and find them in the communities where they live. To speak effectively to these parents, PeachCare for Kids attempted to recognise and appreciate these parents' strength, independence, and dedication to their families.
Prior to the launch of the marketing and communications campaign, the toll-free number was receiving an average of 50 phone calls per day. The day the marketing programme launched, phone volume jumped to 1,000 per day and has continued to climb, averaging 1,300 calls per day. On December 16, the Statewide Sign-Up Day, phone volume more than tripled. In six months of statewide eligibility, the Georgia Department of Medical Assistance received over 80,000 applications for PeachCare for Kids. Of those applications, over 36,000 were enrolled in PeachCare, more than half of the programme's two-year goal. An additional 13,000 more children were referred to Medicaid. In total, more than 57,000 children had access to health care for the first time; applications were received at a rate of 500-1,000 per day.
In December 1998, Prospect Associates was awarded the Gold Mercury Award, an international award for outstanding achievements in public relations and corporate communications, for PeachCare for Kids.
PeachCare aimed to make it as simple and straightforward as possible for them to learn about the programme and to enroll. An effort was made to speak to busy parents on the TV and radio stations they listened to, and reach out and find them in the communities where they live. To speak effectively to these parents, PeachCare for Kids attempted to recognise and appreciate these parents' strength, independence, and dedication to their families.
Prior to the launch of the marketing and communications campaign, the toll-free number was receiving an average of 50 phone calls per day. The day the marketing programme launched, phone volume jumped to 1,000 per day and has continued to climb, averaging 1,300 calls per day. On December 16, the Statewide Sign-Up Day, phone volume more than tripled. In six months of statewide eligibility, the Georgia Department of Medical Assistance received over 80,000 applications for PeachCare for Kids. Of those applications, over 36,000 were enrolled in PeachCare, more than half of the programme's two-year goal. An additional 13,000 more children were referred to Medicaid. In total, more than 57,000 children had access to health care for the first time; applications were received at a rate of 500-1,000 per day.
In December 1998, Prospect Associates was awarded the Gold Mercury Award, an international award for outstanding achievements in public relations and corporate communications, for PeachCare for Kids.
Partners
Prospect Associates, Georgia Department of Medical Assistance, Right-From-The-Start.
Sources
Comments
i think peach care is a good
i think peach care is a good thin for kids ess money and less worried...
- Log in to post comments