Our shared goal was simple: for every adult on Medicaid to understand they now have coverage, find a dentist and schedule an appointment. Shannon Strategies collaborated with the Virginia Health Catalyst team to create ad messaging with a clear call-to-action and strong imagery.

To ensure the ads were diverse, accessible and representative of all Virginians, we worked with a language translation service to translate the ad content into Virginia’s 10 most spoken languages. This included English, Spanish, Arabic, Urdu, Russian, Chinese (Mandarin), Vietnamese, Korean, Farsi and Tagalog. During the graphic design process, we conducted photo research to ensure the families and individuals featured within the ads were representative of the languages used.

For best results, we ran a six-month campaign with bi-weekly ads on Facebook and Instagram targeting adults within the correct demographic age to have Medicaid. Our team  also developed talking points, factsheets and shareable infographics to encourage adults to learn more about dental health benefits and enroll for coverage.