"Covering Kids" Wins Again
Apr 25, 2002, 12:00 AM
For the second time in four years, the Advertising Research Foundation awarded the coveted Grand Winner trophy in its annual David Ogilvy Research Awards to Wirthlin Worldwide, a strategic research and consulting firm based in McLean, Virginia. The award was presented at the ARF's annual Ogilvy Awards dinner April 9, 2002 in New York City. Wirthlin Worldwide developed the research-based communications framework and strategy behind RWJF's successful "Covering Kids" outreach campaign. The campaign, now in its third year, is aimed at motivating low-income parents to enroll their uninsured children in low-cost or free government health care programs (SCHIP and Medicaid). Television and radio advertisements, along with other outreach communications, have dramatically increased awareness and led to hundreds of thousands of calls to program hotlines across the nation.