Sign Up for Obamacare Before It’s Too Late, Says Bike-Riding Paul Revere in New Barton F. Graf Ads

The Dec. 15 deadline is coming

coverage coalition affordable care act 2017 advertisements
The independent shop was behind the 2017 TV spots for the Coverage Coalition, which called on ad agencies to help promote the Affordable Care Act. - Credit by Coverage Coalition
Headshot of Lindsay Rittenhouse

“The deadline is coming! The deadline is coming!”

In its first set of televised PSAs for the Coverage Coalition project, Barton F. Graf alerts Americans to the approaching Dec. 15 deadline for enrollment in a healthcare plan under the Affordable Care Act or Obamacare, with help from that most American of messengers: a modern-day Paul Revere.

In 30, 15 and six-second videos, a motorcycle-riding Revere, who describes himself as “the famous yeller of things that are coming,” calls on citizens in states that need the information most, according to the coalition, to view their ACA options before it’s too late.

The spots, created by Graf and the larger Coverage Coalition group and directed by Alison Maclean, will appear on national television via a partnership with the Entertainment Creative Collaborative Outreach Program and Park Pictures, which produced the PSAs.

Gerry Graf launched the Coverage Coalition as a nonpartisan, pro bono project that provides ACA information to Americans after a member of his creative department noted that the Trump administration had moved to cut 90 percent of the ACA’s own advertising budget, reduced the open enrollment period from 12 weeks to six, and taken the main site offline for 12-hour “maintenance” periods on certain Sundays during the enrollment period, which lasts from Nov. 1 to Dec. 15.

Graf said he wanted “to do something to make up the difference.”

The Coverage Coalition began as a website and a series of Facebook posts in October. Now, alongside these TV ads, the campaign will roll out several digital, radio and out-of-home spots throughout the enrollment period. The spots will include tips on how to sign up for ACA plans and determine which option best suits you. According to the Coalition, eight out of 10 people can find a plan that costs under $75.

The group is comprised of 20 advertising partners including Barton F. Graf, Park Pictures, Get America Covered, Entertainment Creative Collaborative Outreach Program and MackCut, among others. Expect more work to come.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
Publish date: November 6, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT