OHCA: Medicaid Expansion

Client:

Oklahoma Health Care Authority

Industry:

Public Health State Government

300K

Over 300,000 Oklahomans Enrolled in SoonerCare—Nearly Doubling the Initial Goal

44M

Delivered Over 44 Million Impressions With a 12-Week Media Flight

90%

Increased Enrollment in 90% of the Lowest-Performing Counties in Oklahoma

Branding

Marketing

Creative

Production

Overview

Oklahoma’s Medicaid program, SoonerCare, provides critical healthcare coverage for low-income families, elderly adults, and individuals with disabilities.

Following Medicaid expansion in 2021, hundreds of thousands of additional Oklahomans became eligible—but many didn’t know it. The challenge? Reaching and motivating newly eligible individuals to enroll, particularly in rural and underserved areas.

OHCA partnered with Ghost to launch a statewide awareness campaign that would make Medicaid expansion impossible to ignore.

Award-winning

blue pencil

CLIENT EXPERIENCE

We set an ambitious goal: to motivate hundreds of thousands of newly eligible Oklahomans to enroll in Medicaid for the first time. Ghost not only met our expectations, they surpassed them, nearly doubling enrollments from our initial predictions.

Laura Wilcox, Senior Director of Communications, Oklahoma Health Care Authority

What We Did

Ghost built a high-impact, multi-channel campaign designed to educate, empower, and drive enrollments.

The campaign centers around the tagline “Now I can…” reflecting the newfound opportunities and relief participants experience with healthcare coverage.

To bring this concept to life, we:

Engaged Real Stories: Featured authentic narratives from Oklahomans whose lives were transformed by SoonerCare.

Created Multi-Channel Assets: Adapted these stories for digital platforms, social media, TV, radio, and print, ensuring cohesive messaging across all mediums.

Crafted Inspirational Messaging: Focused on alleviating fears around healthcare access and highlighting the program’s benefits.

The campaign creative incorporated vibrant color and a diverse cast of real Oklahomans sharing real stories. Both English and Spanish versions of materials were produced.