Covered California launched its first brand campaign, “For the Love of Californians,” bringing its mission of affordable health care to life with a culture-first approach and authentic stories from across the state.
For the Love of Californians
A culture-first campaign showcasing everyday Californians and connecting communities to Covered California’s mission of health coverage for all
Klient
- Covered California
Biuro
- Los Angeles
By building the Covered California brand with an authentic, empathetic voice that truly understands Californians, we can connect with those who need to hear our mission of health coverage for all.
Glenn Oyoung
Chief Marketing Officer of Covered California
Federal changes to health care coverage are causing significant changes for Californians, making it essential for Covered California to provide clear, helpful information about health insurance, health care and open enrollment. The campaign needed to both build awareness and reinforce Covered California’s mission ahead of open enrollment.
“For the Love of Californians” celebrates the richness in the daily life of residents across the state while reinforcing Covered California’s mission to ensure healthcare for everyone.
The campaign was shot entirely in California with an all-Californian team—from director to cast. Real people from across the state, including market workers, single parents, real couples, lowrider owners, and basketball players, brought authenticity to the work. At the center is a 90-second launch film, Declaration, serving as both a love letter to Californians and a mission statement at a time when many need affordable and quality health care.
VML led strategy, creative, production and media, in partnership with multicultural agencies Sensis (for Hispanic, African American, LGBTQ+ audiences) and IW Group (for Asian American Pacific Islander audiences). Communications were created not only in English, but also in Spanish, Mandarin, Cantonese, Korean, Vietnamese, Tagalog, Hmong and Hindi.
Rolled out ahead of open enrollment, the campaign builds awareness throughout California and ensures that by the time enrollment opens, individuals and businesses have the information they need to make confident health coverage decisions.
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