From Bill to Buzz: Launching a Bold Legislative Campaign on Medical Education Reform

When a national health policy membership organization set out to challenge the growing influence of DEI (Diversity, Equity, and Inclusion) initiatives in medical education, they knew the rollout of their signature legislation had to be bold, precise, and high-impact. The Act aimed to ban DEI offices and programs from any medical school receiving federal funds, restoring what the organization believes should be a merit-based, apolitical approach to healthcare education.

To bring this effort to life, the organization partnered with FLEX to manage the entire launch. Acting as the central hub, FLEX aligned the client’s internal teams, the office of a key member of Congress, and multiple external vendors around a unified strategy. The scope was comprehensive: legislative engagement, media production, digital marketing, and public mobilization—all timed to deliver maximum impact.

Coordination was key. FLEX managed communication and deliverables across all parties, ensuring everyone stayed on timeline and on message. On the content front, we produced two full-length videos and three social media cuts to support the campaign. The flagship video was filmed on-site with the Sponsor, providing a strong visual anchor for the rollout. That content was launched in tandem with a coordinated earned and social media strategy, highlighted by a Wall Street Journal op-ed that placed the campaign in front of national thought leaders and policymakers.

At the grassroots level, we executed a public mobilization effort that gave supporters a direct line to lawmakers. Over 300 advocates sent more than 900 letters to their representatives, while a $22,500 digital ad buy generated nearly 200,000 impressions, over 18,000 clicks, and thousands of video views across Meta, YouTube, and Google Search.

The result was more than a bill announcement—it became a national conversation. FLEX’s strategic rollout transformed the Act from a policy concept into a compelling legislative campaign with real momentum. The launch solidified alignment among key stakeholders, drove meaningful public engagement, and elevated the client’s mission on a national stage.