In the early ‘90’s, the health care insurance industry launched a $21 million campaign that would become the first-of-its kind issue advocacy advertising effort. Originally a series of 14 ads, written and produced by Ben Goddard and his public affairs agency, were the very first ads created to speak directly to the public about an issue being discussed by Congress and the Administration. Although the media buy could have only reached 20% of the public, survey research shows that 80% claims to have seen one of the now famous Harry and Louise spots. One of them now sits inside the permanent collection of the Smithsonian Museum of American History.

2023 is the 30th Anniversary of these iconic ads.