Legislation regarding Medicare had fallen off of Congress’ radar. To make Congress act, we were charged with increasing awareness of the issue with both AARP members and non-members and encouraging them to ask Congress to take action. Ultimately, we wanted to communicate how ridiculous the situation was. To do this, we created banner ads for ridiculous products or services to grab attention and then educate people about the situation with Medicare, ultimately encouraging them to learn more and enable them to take action at the microsite ‘thisissoridiculous.com’.
Our goal was to drive over 400,000 engagements through petition signings, emails/posts, visits to sites, click-throughs, blog postings, phone calls, earned media, forwards to a friend, legislative actions, video views and more.
