Practice Areas

Health

 

AMERIGROUP Community Care's Reggae-TONE Your Body/Ponte en Forma con Reggeton

 

Challenge

AMERIGROUP Corporation provides health care coverage to 1.1 million low-income families in nine states and the District of Columbia. In Texas, AMERIGROUP's largest market, the company had experienced several challenges including growing competition as new providers entered the market, low profile in the media and lack of face-to-face interaction with members. As a result, AMERIGROUP turned to CRT/tanaka to help bring its brand to life and demonstrate its commitment to helping improve consumer health in the Texas market.

 

Solution

CRT/tanaka created an event to reach out to Hispanic families, its largest constituency in Texas. Based upon research, the agency felt is was important that these events reached out to a multi-generational, family audience and recommended that AMERIGROUP take on the issue of obesity in the Hispanic community.

CRT/tanaka developed "Reggae-TONE Your Body/Ponte en Forma con Reggeton", based on the new genre of music called "reggaeton." The events were held in key markets in Texas and encouraged kids to adopt high-energy dance as a way to get regular exercise. Attendees were exposed to dance lessons, a dance contest and a healthy cooking competition with a celebrity chef from Telemundo. And, the AMERIGROUP staff was able to connect with existing and potential members.

 

Results

The events led to an increase in membership, including double-digit growth in Austin during June and July, the month of the event and the month after. AMERIGROUP also interacted with more than 2,600 members and potential members. Media coverage reached nearly 905,000 people through Hispanic newspapers, Univision, Telemundo, and general market television and newspapers.