Breaking Barriers to Health Coverage with Culturally Responsive Outreach

Project Duration

February 2024 - January 2025

Learn more about our relationship with Connect for Health Colorado.

GHG Services Utilized

Community Engagement
Multilingual and Multicultural Communications
Social Media Management
Strategic Communications

The Challenge

Connect for Health Colorado (C4HCO) serves as the official health insurance marketplace in the state. C4HCO identified gaps in awareness and enrollment among populations who are historically underserved, including African immigrants, African Americans, Latinos and individuals who are undocumented. These communities often encountered barriers such as language access, distrust of systems and limited understanding of available health coverage options. Additionally, small business owners and younger audiences were not consistently engaging with traditional outreach methods. C4HCO needed a strategic partner to bridge these gaps.

GHG Approach

Beginning in 2015, GHG partnered with the outreach team to develop a comprehensive, community-driven strategy grounded in cultural competency and partnership. Efforts focused on grassroots engagement across the Denver metro area through community events, small business outreach and collaborations with trusted local organizations. GHG facilitated initiatives such as bilingual webinars for small business owners through partnerships with local community organizations and supported stakeholder engagement through sponsored partner briefings and toolkits.

As audience needs evolved, GHG expanded the strategy to include digital engagement targeting younger demographics. This included leveraging influencers, podcasts and social media platforms with culturally responsive messaging. Campaigns were delivered in multiple languages and tailored to reflect the lived experiences of priority communities.