Access Health CT
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Inside the Project
Connecting Communities to Care: How Access Health CT Closed the Gap with Help from FourteenG
Overview
When the Affordable Care Act launched, Access Health CT faced one of the largest outreach challenges in the state’s history: enroll hundreds of thousands of uninsured residents, fast. But early outreach missed the mark with key communities, and trust in the system was low. What they needed was not just visibility—they needed cultural connection, community understanding, and an outreach strategy that could shift perception.
That’s where real partnership made the difference.
The Challenge
Access Health CT’s mission was clear: enroll more than 340,000 uninsured Connecticut residents, many of whom had never had health insurance before. But within weeks of launch, it became obvious that their messaging wasn’t connecting—especially among multicultural populations. Communities of color, immigrants, and other marginalized groups weren’t seeing themselves in the campaign. To meet their goal, the approach had to change—and quickly.
How We Partnered
FourteenG was brought in during a critical window. Rather than operate on the sidelines, we became part of the Access Health team, collaborating daily and helping shape every piece of outward-facing communication. With a deep understanding of community-centered marketing, we created content that reflected real people, addressed real concerns, and inspired action across all demographics.
What We Delivered
- Multicultural Messaging Strategy
Designed campaign content tailored to the lived experiences of diverse Connecticut communities - Website and Internal Portals
Built public-facing platforms and internal tools for smooth information sharing and coordination - Event and Print Materials
Developed multilingual handouts, enrollment guides, and physical signage used at key outreach locations - Targeted Ad Campaigns
Executed advertising that honored the values and languages of underserved audiences - Conference Branding and Training Tools
Designed all branding and materials for a 600-person Best Practices Conference, including a 200-page training handbook delivered within 48 hours
Results
- Surpassed enrollment goals by 116%, with 208,301 residents enrolled
- Gained national recognition from the Department of Health and Human Services
- Influenced health exchange models in multiple states
- Successfully built trust in communities that were initially disengaged
- Strengthened internal capacity through large-scale training and branded conferences
Testimonials
“FourteenG helped us rethink how we engage people who have historically been left out. Their team delivered fast, smart, culturally thoughtful solutions that helped us meet the moment—and exceed expectations.”
— Access Health CT Team
Key Takeaway
This wasn’t just about hitting numbers. It was about creating a shift—turning a state policy into a human-centered campaign that reached the people who needed it most. FourteenG helped make that possible by showing up as collaborators, not just contractors.
