To loudly call-out the discrimination women face when seeking Health Care coverage, we appropriated Health Care lingo and created the campaign: “Being A Woman is Not A Pre-existing Condition.” Two videos were created and distributed across NWLC-owned media including Facebook and Twitter. A micro site prompted users to call or send letters to Congress through a seamlessly integrated third party application. Through a self-contained rich media widget, over 50 websites incorporated the campaign into their blogs and news stories. Paid media targeted women who were frequent video watchers and content sharers. A Facebook fan acquisition campaign helped extend the conversation.

In two months the campaign generated over 522,000 video views and 9,600 letters to Congress. We had 41,000 unique visits to the micro site and Facebook fans grew from 1,000 to 15,000. We saw a 32% lift in awareness of gender discrimination in health care, a 42% lift in ad awareness and a 35% increase in intent to take action by contacting Congress. Reform proponents were ultimately successful when the healthcare bill passed Congress on March 22, 2010. Three critical Congress members targeted in March with spot TV executions of the video each voted “yes” on the final bill.