XOMAD won a 2025 Ad Age Healthcare Marketing Impact Award for Social Media Campaign of the Year for Renew NM, a creator-led, statewide Medicaid re-enrollment campaign delivered in partnership with the New Mexico Health Care Authority (NMHCA). The campaign used trusted local creators to guide residents through Medicaid renewal following the end of pandemic-era protections.
The award highlights XOMAD’s leadership in bridging communication between government agencies and the communities they serve, empowering local creators to drive action at scale while supporting equitable, community-rooted marketing. According to Ad Age award criteria, winning campaigns demonstrate measurable impact, audience relevance, and innovation in healthcare communication.
The Challenge
When pandemic-era Medicaid protections ended in 2023, New Mexico faced a pressing challenge: how to reconnect with residents who had been automatically covered for three years but now needed to reapply. Many had outdated contact information or were unaware of the renewal process, particularly among Spanish-speaking, Native American, and rural populations.
Without timely outreach, thousands risked losing healthcare coverage and access to vital services. Public reporting from state Medicaid agencies shows that coverage losses disproportionately affect communities with language, access, and trust barriers. NMHCA needed an agile, inclusive strategy to deliver critical information statewide and reestablish trust with diverse communities.
XOMAD’s Plan
To meet this urgent need, XOMAD designed Renew NM, a creator-led program that combined digital reach with local trust.
- Activating trusted messengers: XOMAD identified and onboarded 89 local creators (known voices within their communities) to share bilingual content guiding residents through the renewal process, from updating contact information to watching for the turquoise envelope and completing applications.
- The Council: To strengthen collaboration and feedback loops, messengers joined The Renew NM Trusted Messenger Collective, which leverages XOMAD’s proprietary Council platform or real-time coordination and feedback (learn more about the technology here), where they could communicate directly with NMHCA officials, share audience insights, and co-create messaging in real time.
- Equitable impact: Messengers were compensated for their participation, ensuring that campaign dollars flowed back into local communities. High-performing posts were boosted on Meta and TikTok to maximize reach among Spanish-speaking and Tribal populations, as well as rural communities.
Through this data-driven, community-powered model, XOMAD helped NMHCA build meaningful connections and drive real-world action. Internal campaign monitoring allowed messaging to adapt based on real-time creator and audience feedback.
Results
There was a strong correlation between the number of posts audiences saw from local creators and Medicaid re-enrollment rates in those targeted counties, highlighting the impact of content view frequency and community credibility.
- 84% of New Mexico adults were reached, including 91% of Spanish speakers and 67% of Native Americans.
- Creators shared 500+ pieces of content across Instagram, TikTok, and Facebook, generating 11.9M+ impressions, 66.4K+ engagements, and 34.3K+ tracked clicks to the renewal site.
- Within The Council, creators and government officials engaged in 692 discussions and 264 feedback exchanges, proof of active, two-way collaboration.
By meeting New Mexicans where they are and empowering trusted voices to guide them, Renew NM turned a complex policy transition into a successful community-driven renewal movement.
Continuing a Legacy of Impact
This win builds on XOMAD’s consistent record of excellence, marked by a clean sweep at the 2023, 2024, and now 2025 Ad Age Healthcare Marketing Impact Awards. Across these years, XOMAD campaigns have focused on public health priorities including Medicaid access, mental health awareness, and culturally relevant health education. The award affirms our leadership in purpose-driven, creator-led campaigns that inspire real behavioral change.
To learn more about how XOMAD partners with governments and organizations to create meaningful mental health and public health impact, contact us today.