Covered California and VML debut campaign to expand health coverage access

Covered California has introduced a new brand campaign, For the Love of Californians, developed in partnership with VML. The campaign is designed to raise awareness of the state’s health insurance marketplace ahead of open enrollment, which begins on November 1.

The campaign highlights everyday life in California while underscoring the organization’s mission to provide access to affordable health care. It will run across broadcast, outdoor, online video, audio and social channels. VML worked alongside multicultural agencies Sensis and IW Group to produce communications in English, Spanish, Mandarin, Cantonese, Korean, Vietnamese, Tagalog, Hmong and Hindi.

The campaign was shot entirely in California with local talent both on and off camera. Alongside professional actors, participants included community members such as market workers, single parents, couples, basketball players and lowrider owners. At its center is a 90-second film, Declaration, described as both a love letter to Californians and a mission statement during a period of change in healthcare coverage.

Steve Clarke, executive creative director, VML: "Covered California’s mission is at the heart of this meaningful work. It was essential that we captured the importance of people’s health and well-being with emotion and an absolute directness. We had to clearly define who Covered California serves and how every day Californians can enroll."

Glenn Oyoung, chief marketing officer, Covered California: "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. For the Love of Californians brings to life Covered California’s mission, which is to expand access to affordable, high-quality care while protecting, uplifting and empowering the people who make this state thrive."

The campaign launched earlier this month to raise awareness ahead of open enrollment. Covered California said the goal is to ensure residents have the information needed to make informed choices about health coverage.

VML led strategy, creative and production, and oversaw media in partnership with Sensis and IW Group.

www.coveredca.com

www.vml.com

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