This Is Your Moment
Ambetter — This Is Your Moment Campaign
Turning a limited enrollment window into a human moment that motivated uninsured Americans to act.
challenge
Mobilizing the Uninsured
After a disappointing enrollment year, Ambetter faced declining market share in a category struggling to bring new people into coverage. Many uninsured Americans felt overlooked and distrustful of the healthcare system, viewing it as profit-driven rather than people-focused. When a special ACA enrollment period was announced, Ambetter had a limited window to act. The challenge was to create urgency and relevance for an audience that had historically felt left behind — and motivate them to enroll.
audience
From Detached to Motivated
The broader eligible universe included more than 12 million uninsured Americans, many of whom were highly price-sensitive and resistant to traditional insurance messaging. Through custom research, Ambetter identified a more convertible segment — people confident in managing everyday expenses but uncertain about choosing the right coverage. They needed the push that this moment for the ACA unlocked: a reason to make a change with urgency.
solution
Turning Enrollment Into a Personal Moment
HLK developed a campaign that reframed enrollment as a personal milestone, not an insurance transaction. This Is Your Moment positioned Ambetter as focused entirely on the individual — meeting people where they were emotionally and practically. Creative and media strategies were tailored to audience behaviors, prioritizing connected TV, digital, mobile and culturally relevant community placements. By combining insight-driven messaging with precision targeting, the campaign turned a policy moment into a human one.
results
Enrollment, Unlocked
The campaign dramatically exceeded expectations, driving unprecedented enrollment during the special enrollment period. Ambetter captured a significant share of new sign-ups while reducing costs and operating with limited share of voice. Performance was especially notable given the compressed timeline and reduced budget. The work proved that audience understanding — not spending power — was the key driver of growth.
+ 620 k
new members enrolled
+ 523 %
above enrollment goal with only 9% share of voice
+ 58 %
reduction in cost per lead versus prior year