Fleishman-Hillard, along with several partners, will lead the effort to market, advertise and promote enrollment in the insurance exchange, a key part of the roll-out of the Affordable Care Act.
A number of recent studies have shown Americans are largely in the dark about the law and its requirements, spurring outside groups like insurers, hospitals, community groups and pharmacy chains like Walgreen Co. into launching their own educational campaigns.
St. Louis-based Fleishman beat 12 other firms for the contract, which goes under a two-week review and challenge period. It is scheduled to take effect July 26.
The contract is fully funded through the federal government by money set aside under the new health care law, which kicks in Jan. 1.
"Our hope and desire is to kick off (the campaign) immediately," said Maxine Winer, a senior partner and general manager of Fleishman-Hillard's Chicago office, which employs about 80. "We're ready to go and we delivered a fully integrated plan that was ready to go."
Working with partners including the advertising firm Downtown Partners Chicago and the media buyer Conroy Media, Fleishman's campaign relies on a multichannel strategy to reach potential customers in Illinois who will be eligible for government-subsidized insurance starting in 2014. It plans include a digital and social media campaign, grass roots and targeted marketing and public relations.
Its other partners include Elemento L2, which focuses on the Hispanic market; Compass Public Affairs, which will lead grass-roots efforts; and Hawthorne Strategies, which will target small businesses, Winer said.
"Once the contract is finalized, we expect that the firm will assist our efforts to increase awareness about the access to quality, affordable health coverage that Illinois residents and small businesses will gain as a result" of the health care law, said Mike Claffey, a state spokesman.
Fleishman, which also is working with Missouri to promote its insurance exchange, has offices in 29 countries. It a division of Omnicom Group Inc.
pfrost@tribune.com | Twitter: @peterfrost
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