The Why

Florida Healthy Kids Corporation hired Moore in September 2016 to raise awareness and demand for its Florida KidCare health insurance brand among target audiences, increase application and enrollment conversions, retain currently enrolled families, and position Florida KidCare as a premier health insurance solution.

While 2.4 million Florida children rely on Florida KidCare for their coverage, we knew we still had to address a severe lack of awareness about the program. More than 257,000 Florida children are living without health and dental insurance—but more than half are eligible for completely free or subsidized health and dental insurance through the company.

Moore was hired to make sure families knew this—and ultimately to bring down the uninsured rate among Florida children.


  • Advertising and Marketing
  • Brand Development
  • Collateral Development
  • Community Relations
  • Data Analysis
  • Digital Marketing
  • Landing Page Design
  • Media and Public Relations
  • Research
  • Social Media
  • Strategic Communications Counsel

The How

The I AM KidCare campaign launched in 2017, with creative that captured the essence of what the brand was all about—kids.

The Key Strategy?

Because parents typically focus on back-to-school—a difficult time to stand out with marketing—to make insurance choices for their kids, we needed to create a sense of urgency and stimulate applications year-round. To achieve this we:

  • Developed a calendar of micro-campaign moments for paid, earned and owned channels
  • Created an always-on paid media strategy
  • Amplified partnerships (Walmart wellness activation, faith-based partnerships with megachurches, social media influencers, and expansive toolkit for use by the Florida Association of School Administrators)

Florida KidCare Commercial

The Results

Our work with Florida KidCare led to the highest enrollments the organization has seen since February 2015, and the completion of more than 103,000 applications—10,000 more applications compared to the previous year, and an increase of nearly 10%.