The Luck Plan

The campaign that got Millennials to care about getting real health insurance.

In its first year, the Affordable Care Act was embraced by almost everyone. Except Millennials. They didn't sign up for health coverage because they were relying on luck to be their insurance plan. So we decided to show them what that kind of health plan has to offer. It got young people talking about, and signing up for real health coverage through Get Covered Illinois. And it won 'Best of Show' honors at the Grand Global healthcare awards festival.