The Child Care Providers United Health Care Fund had a “too-good-to-be-true” problem: The state of California awards it $100 million annually to help childcare providers afford their own health care.

The funds are available for care workers to be reimbursed for out-of-pocket health care costs such as premiums and copays on doctor visits and prescriptions. But this happens only if the workers—who often don’t speak English as their first language and come from diverse backgrounds—trust that the aid is for real and go through the application process to receive it.

To earn trust and get people to apply, the CCPU Health Care Fund worked with Pinnacle Marketing Team to add to its traditional mail outreach a text and email campaign that tailored information to caregivers of Asian, Latino, Somali and other backgrounds. The target audience was directed to access more information in a language they could understand, with links to the childcare unions that the recipients would know and be familiar with.

The campaign, which won bronze among providers and insurers for Digital Campaign of the Year, resulted in email open rates of 43% with click-through rates of 28%, racking up 16,000 monthly users on the website, according to the organization. All that led to a jump of 500 applications over the normal number for the valuable and needed aid.