Project Overview
Covered California (the California State Health Exchange) was charged with implementing the Affordable Care Act and creating a new insurance marketplace where individuals and small businesses could access affordable health insurance. Covered California helped individuals compare and choose health insurance plans as part of broader changes to health insurance, including federal financial support, acceptance of pre-existing conditions and portability.
Covered California launched in Oct 2013, introducing the brand, a new category, and announcing to Californians that health coverage is now available and within reach for the many who
were locked out of the system before.
In order to reach Covered California's very diverse communities with almost half being Hispanics, and to fulfill its mission of increasing the number of insured, improving health care quality, lowering costs and reducing health disparities, Covered California partnered with The Axis Agency along with its sister agency Weber Shandwick to create a fully integrated and multicultural-forward marketing and advertising campaign. The campaign ran in 11 DMA's throughout the state and included television, radio, print, OOH, direct mail, collateral, digital and social media.
At the end of the First Enrollment Period, we exceeded our goal, enrolling 1.4 million Californians. Then came the Second Enrollment Period that expanded health coverage to another 500,000 individuals and families. Additionally, Covered California’s brand awareness increased from 12% to 79%. We were awarded a distinguished Hermes Creative Platinum Award for our work, but the true award is being part of the historic campaign that helped deliver access to health coverage to millions of Californians.Client
Covered California
