EAST LANSING, MI: When Michigan residents face a denied health insurance claim or financial dispute, knowing where to turn can make all the difference. A statewide awareness campaign led by King Media and the Michigan Department of Insurance and Financial Services (DIFS) is being recognized with an AVA Digital Award for helping residents better understand their rights — and the protections available to them.
The AVA Digital Awards is an international competition recognizing excellence in digital communication, honoring creativity, strategy, and innovation across digital media and integrated campaigns.
Elevating Awareness of a Critical Public Resource
DIFS plays a vital role in protecting residents by ensuring safe, fair, and accessible financial and insurance services — yet many Michiganders remain unaware of the support available to them.
To close that awareness gap, King Media partnered with DIFS to develop a comprehensive, multi-channel campaign focused on demystifying the department’s role and educating residents about the Patient’s Right to Independent Review Act (PRIRA). Rather than relying on technical language, the campaign emphasized clarity, reassurance, and real-world relevance — positioning DIFS as a trusted, approachable resource when insurance issues arise.
"This campaign exemplifies our mission to protect and empower Michiganders by ensuring they know their rights under PRIRA and have the information they need to navigate the health insurance system,” said DIFS Director Anita Fox. “Michiganders have the right to a free impartial, expert review of final health insurance claim denials to ensure they receive the health care services to which they are entitled. Consumers can reach DIFS by calling 877-999-6442, Monday through Friday, from 8 a.m. to 5 p.m., or by visiting Michigan.gov/healthinsuranceappeals.”
Strategic Reach, Meaningful Engagement
The mobile-first campaign spanned social media, digital display, search engine marketing, outdoor, and print placements to ensure broad statewide visibility. Social media emerged as a strong driver of engagement, outperforming industry benchmarks, while paid search delivered high-intent traffic from residents actively seeking information and assistance.
“This recognition reflects what can happen when public-service messaging is both strategic and human-centered,” said Coleen King, President and Owner of King Media. “Our goal was to translate complex insurance and financial protections into clear, empowering information that residents could understand and act on.”
By combining accessible education with strategic digital execution, the campaign successfully elevated awareness of essential consumer protections and reinforced DIFS as a trusted resource for Michigan residents.
About the AVA Digital Awards
The AVA Digital Awards is an international competition that recognizes excellence in digital communication. Entries are judged by industry experts based on creativity, strategy, execution, and overall effectiveness.
For more information about the AVA Digital Awards, visit avaawards.com.
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For more information, please contact King Media at 517.333.2048
