|
The National Center for Benefits Outreach and Enrollment is compiling a database of promising practices related to benefits outreach and enrollment. We invite you to review these promising practices and cost-effective strategies that can strengthen your local or state efforts to increase access to benefits for seniors and younger adults with disabilities.
AREA OF FOCUS: OUTREACH AND CONNECTION
Creating Effective Television Commercials for Benefits Outreach
Conducting benefits outreach to predominantly rural populations can be challenging, especially when they may also be homebound and have limited English proficiency. Legal Services for the Elderly (LSE) in Maine, in partnership with Maine’s Office of Elder Services encountered all of these challenges when they decided to conduct state-wide benefits outreach. But what they found was that a familiar television commercial series can be just what you need to achieve success!
Who was the target audience?
People with Medicare who were potentially eligible for public benefit programs.
What did they do?
Legal Services for the Elderly (LSE) decided to utilize a statewide broadcast television commercial that would introduce their benefit screening and enrollment services. Their recipe for success included the following:
- Utilizing a father/daughter team who became familiar to the audience throughout the commercial series. The commercials are upbeat and friendly, and feature real Mainers in the commercials to create local appeal. LSE’s first commercial was produced in 2005 and let viewers know that their local Area Agency on Aging could provide information and personalized assistance about Medicare Part D. Subsequent commercials have promoted the Extra Help/Low-Income Subsidy benefit and other benefit screening and enrollment assistance. LSE is able to produce the commercials locally with the help of Area Agency on Aging staff for an average cost of approximately $400 per commercial. (Air time is an additional cost.)
- Airing the commercial during programs/times of day with the highest older viewership. Local television stations were able to provide advice about when to specifically run the commercial in order to reach the maximum number of Medicare beneficiaries, identifying television shows (such as Wheel of Fortune and The Price is Right) that had large numbers of Medicare beneficiaries among their viewership.
- Incorporating simple messaging that emphasized savings. This appealed to Mainer’s frugality.
-
Developing a French voiceover version of the commercial to reach Maine counties with large French speaking viewership.
-
Using a simple call to action – “Call 1-877-353-3771 (a statewide toll-free number that connected the caller to their local Area Agency on Aging) for further information.” This call to action was consistent throughout the commercial series.
What was the result?
These targeted television commercials successfully generated increased call volume from seniors and younger people with disabilities with limited incomes who resided in rural locations. The ongoing story line between the father and daughter featured in the commercial series served to reinforce messaging (Call 1-877-353-3771 for savings), overall familiarity and trust among Maine’s rural Medicare beneficiaries.
For the most recent commercial, local Area Agencies on Aging have estimated approximately a 20% increase in callers inquiring about benefit programs. Call volume has generally taken about a month or so to generate sustained responses. LSE’s television commercial series has been able to successfully create benefits awareness across this rural state!
For more information:
Anne Smith
Legal Services for the Elderly
9 Green Street
Augusta, Maine 04338
(207) 621-0087
asmith@mainelse.org
|
