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BEING A WOMAN IS NOT A PRE-EXISTING CONDITION
THE CONCEPT FARM, New York / NATIONAL WOMEN'S LAW CENTER / 2010
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The National Women's Law Center needed a campaign to encourage women to join the healthcare debate. This fiercely polarising topic required honest, insight-driven creative to connect with women and get them to contact Congress. To loudly illustrate the discrimination women face when seeking coverage, we appropriated healthcare lingo with "Being a Woman is Not a Pre-existing Condition." The campaign generated 522,000 video views and 9,600 letters to Congress. Reform proponents were ultimately successful when the healthcare bill passed Congress on March 22, 2010. Importantly, three critical Congress members targeted in March with spot TV each voted "yes" on the final bill.
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