Award-winning digital outreach reminded Virginians to review their Medicaid coverage

Cover VA, a division of the Virginia Department of Medicaid Assistance Services (DMAS), connects eligible Virginians to high-quality, affordable health insurance. Our digital outreach and education support help people access their Medicaid benefits quickly and easily.

To support Cover VA with its efforts, our team created the “Review. Respond. Renew.” social media campaign to alert members of important changes to the program. We designed the campaign to highlight key actions members needed to take to maintain their coverage and stay informed for additional updates. We focused on clear, accessible messaging in plain language to accommodate diverse literacy levels and paired it with engaging visuals.

The campaign not only helped educate Virginians on how to continue their Medicaid coverage at a time when the program was changing, but it also demonstrated how digital solutions and strategic outreach can make vital services more accessible to those who need them most. During the multi-year campaign, engagement with the target audience has surged across Facebook, X, and Instagram, with social media interactions increasing by an impressive 92 percent.

In addition, the campaign earned a platinum Marcom Award and a gold Ava Digital Award from the Association of Marketing & Communications Professionals for elevating the customer experience through digital solutions and omnichannel engagement. We celebrate our team’s creativity, strategy, and execution in keeping thousands of Virginians informed about important updates to their health coverage.