Problem How does a government funded program reach it’s targeted demographic? Solution By using strategically placed OOH in areas that the demographic is likely to frequent. Background The mission of the DC Health Benefit Exchange Authority is to implement a health care exchange program in the District of Co - lumbia ensuring access to quality and affordable health care to all DC residents. Objective The campaign’s goal was to increase awareness to the program’s targeted demographic of low income households. Strategy The media company utilized a variety of transit media formats in order to target metro, pedestrian and bus passengers that would fit into the target demographic. Plan Details Markets: Washington, DC Flight Dates/OOH Formats: • Bus sides, Bus Interior Cards, Metro Rai

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