In one week, the American Cancer Society conceived, created, and purchased billboards in Montgomery pushing for Medicaid expansion in Alabama. But the story behind the campaign goes back a full year.

Jane Adams, ACS Cancer Action Network’s government relations director, was waiting for prescriptions at the Star Discount Pharmacy in Huntsville one night in July 2022 when she noticed a veteran named Jesse Odland speaking to a pharmacy tech. He had bandages wrapped around his swollen legs. His prescriptions cost $450 because he didn’t have medical insurance.

Adams took a moment and prayed.

“I said, ‘God, if I have one business card in my purse, I’m going to talk with this guy.’” She found one crumpled card and approached Odland with an offer to pay for his prescriptions.

Odland asked if she’d “fallen from the sky” and initially refused, but Adams told him her background and that if he lived in Kentucky, where the government expanded Medicaid in 2014, he wouldn’t be stuck in this position.

“And that’s not right,” Adams told him. “So, I’m going to journey with you as a friend.”

Over the next few months, Adams helped with his prescription costs and learned more about Odland’s story. He enlisted because of the Sept. 11, 2001, terror attacks and spent two tours in Iraq and Afghanistan in the Army, and he couldn’t get the care he needed from Veteran’s Affairs. He developed chronic leg edema, which is swelling caused by too much fluid buildup. He talked with two battle buddies and thought his condition could be linked to exposure to toxic chemicals from burn pits while deployed.

Odland said those interactions with Adams came at a critical time.

“It was literally the worst time of my little 40 years of life on this planet,” Odland said. “I thought I hit a bunch of adversity going to war. I thought I’d hit a bunch of adversity when I had to file bankruptcy in 2010. And none of that compared to not being able to work and being literally bedridden, and watching everything just crumble around me and having nothing I could do about it. “

His family was in what is known as the “coverage gap;” they were making too much money to get Medicaid but not enough to qualify for government-subsidized private insurance. He and his wife lost their jobs and their children moved in with other family members.

Within a few months, he could stand long enough without pain to resume his job as a line cook. His wife found work at a hotel, and they earned enough to qualify for Blue Cross Blue Shield insurance with no premium. Now he’s a kitchen manager and about to move into an apartment with his wife and children.

“All it took was a couple of months to radically transform his life and get him back on his feet,” Adams said. “And this is the kind of story we want to tell. And there are thousands of people like Jesse all over the state of Alabama that are not looking for a handout; they’re looking for a hand up.”

Adams’ kindness and belief in the cause is what spurred Odland to be the face for this campaign. He said he felt this was a similar call to action like when he was inspired to join the military after 9/11. He wanted to be part of the bigger picture and do something.

“I believe that everybody should be able to go to the doctor without having to choose whether or not I can feed my kids,” Odland said. “It’s not right for anybody to have to go through that.”

Alabama is one of 10 states that haven’t expanded Medicaid. Medicaid expansion would cover those in the gap, and Adams said she’s in Montgomery this week to get support from legislators who are back for a special redistricting session. Several of them have seen the billboard on the way to the capital, and so far, she said she’s gotten a positive reception. However, the expansion approval must come from Gov. Kay Ivey. Adams is hoping she’s seen the billboards featuring Odland as well.

She said this was the first time ACS had purchased billboards. Their marketing team typically invests in radio and digital ads but did this spontaneously to take advantage of the special session.

“We wanted to highlight a veteran who is in the coverage gap who’s working (and) contributing to their community,” Adams said. “These are real folks that live in Alabama that have real healthcare concerns, and I wanted to increase the visibility of that.”

Odland said he hopes Gov. Ivey sees the billboard and listens to others like him.

“If I can change someone’s life, if they don’t have to go through what I went through, then I have done my job,” Odland said.