U.S. Department of Labor’s Employee Benefits Security Administration (EBSA)
COBRA Strategic Communications Campaign
Creating COBRA coverage awareness.
Many workers don’t understand COBRA or how it affects their health coverage. EBSA partnered with CMRignite to create a multicultural campaign explaining how COBRA enables individuals to maintain health coverage if they lose their job-based benefits.
We developed and launched a national, cross-channel campaign designed to inform, educate, and correct misperceptions among underserved populations. Initial placements relied on existing DOL ads, but audience insights drove the creation of new creative, media formats, and tactics that doubled click-through rates.
The results were substantial. The campaign delivered more than 490 million impressions, increased website traffic, and successfully raised awareness about COBRA across diverse audiences.
“CMR has proven to be very capable of developing a mainstream public awareness campaign in a short amount of time. Their work products were of very high quality and were developed under tight timelines.”
