Save Health Care in Washington Social Media Ad Campaign

In 2022 and 2023, Team Soapbox created and executed a social media ad campaign for Save Health Care in Washington—a coalition of health care organizations that serve low-income patients in the state. Before the 2023 state legislative session, we designed ads to help Save Health Care in Washington increase the number of people on their advocacy newsletter list so that they could activate a wider range of voices to contact elected officials about the importance of the health care safety net in the state. These ads shared information about the critical services provided by safety net clinics in the state and were tailored to specific geographies; for example, we ran ads about mobile clinics that help rural patients get care in central Washington, while highlighting clinics that offered services for immigrants in zip codes with large immigrant populations.

We actively monitored over 20 different ads to see which images and copy attracted the most engagement. We found that ads about women’s access to health care and ads about the importance of affordable mental health resources performed the best and created a refreshed set of ads during the second half of 2022 to improve engagement. Ads targeted zip codes with high utilization of safety net clinics and users who indicated an interest in health care on their profiles. Ads ran on Facebook and Instagram. When the state legislative session began in 2023, we introduced new ads aimed at informing people who interacted with our ad campaign to date about health care policies being considered by the state legislature.

The campaign generated 233k+ impressions, resulted in 9.7k+ clicks to visit the Save Health Care in WA advocacy website (a 48.4% increase in web traffic) and increased their advocacy newsletter base by over 180 subscribers. Given that our total budget for ads was less than $2,000, this was a significant increase in supporters for Save Health Care in Washington.