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New Mexico Health Care Authority

Renew NM: Mobilizing Local Messengers to Increase Medicaid Re-Enrollment

CampaignCouncil Solution

THE CHALLENGE

When pandemic-era protections ended in 2023, New Mexico risked losing Medicaid coverage for thousands of residents. Many had outdated contact information and were unaware they needed to reapply, especially within Spanish-speaking, Native American, and rural communities. Without action, families faced gaps in care and financial strain. The state needed a fast, targeted way to reach diverse populations with clear, time-sensitive renewal guidance.

Our approach

  • #RenuevaNuevaMexico
  • #RenewNM

  • Activating Local Trusted Messengers

    XOMAD identified and mobilized 89 diverse New Mexican creators to share renewal information with Medicaid-eligible audiences statewide. Messengers created authentic content reminding audiences to update their contact information, look for the turquoise renewal envelope, and visit the renewal website.

  • The Renew NM Trusted Messenger Collective

    All creators were onboarded into a Council, XOMAD’s collaboration infrastructure, where they could connect directly with each other and the Health Care Authority. This unique space allowed messengers to share community feedback, co-create content, and strengthen trust between residents and the state.

  • Amplifying the Message

    To maximize reach, the most engaging content was boosted across Meta and TikTok to relevant audiences. Because creators were compensated for their time, campaign resources were put right back into local, diverse communities and supporting an equitable marketing model.

There was a correlation between the number of posts from local creators and Medicaid re-enrollment rates in targeted counties, highlighting the impact of content view frequency and community credibility. By leaning on local, authentic voices, New Mexico was able to reach the vast majority of its adult population and drive timely action in communities most at risk of losing coverage.

84%

of New Mexico adults reached statewide (including 91% of Spanish speakers and 67% of Native Americans)

34.3K+

tracked clicks to the renewal site

3.84%

average engagement rate on IG (2.26x greater than industry standards!)

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