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Covered California Reminds People the Importance of Health Insurance in Integrated Campaign

Creative 112 Add to collection

Duncan Channon launches ‘This Way to Health Insurance’ for all the Californians who believe health insurance is not for them or too expensive to secure

Covered California Reminds People the Importance of Health Insurance in Integrated Campaign
On the heels of a consequential election for the Affordable Care Act, Duncan Channon has launched a new integrated campaign for Covered California - the first and largest state-run health insurance marketplace created under the Affordable Care Act. ‘This Way to Health Insurance’ is the agency’s first work for Covered California as part of a five-year, $400m engagement to drive behavioural change among Californians who believe health insurance is not for them, or too expensive to secure.

At a time when the pandemic is driving unemployment, financial strain and mental health challenges, five new TV spots directed by Academy-award winning director Errol Morris aim to show Californians that Covered California is here to help - as a source for quality health insurance, and the place to get financial help for those that need it. Nine out of 10 people currently enrolled in Covered CA receive financial help to make their health coverage more affordable.

The TV spots unfold as in-home vignettes that offer a window into the everyday lives and concerns of people and families, including an unemployed father who needed help affording health insurance even as his kids think he’s a superhero; a man living with depression for whom mental health coverage has been everything; and, the daughter of a Latinx immigrant who’s always translated for her parents, but needed help understanding their health insurance options. The spots were directed remotely and feature real families - a choice dictated by pandemic safety that also lent authenticity and intimacy to the work.

“During a pandemic, people need direct help that doesn’t beat around the bush,” said Michael Lemme, chief creative officer, Duncan Channon. “Through slice-of-life stories that feel intimate and name people’s real constraints and concerns, we want Californians to know they aren’t alone – and to offer some confidence and knowledge that there’s a way for them to get insured. We want to move them to take the first step, and let Covered California help them get it done."

The campaign’s OOH and digital creative seeks to shape positive cultural perceptions about having health insurance. OOH ads with lines such as ‘Protect Your Most Valuable Assets,’ ‘In Sickness and Health,’ and ‘Health is Power’ call viewers to action by placing health insurance in context of family, marriage and personal empowerment. The photography, shot by We Are The Rhoads, features real families and allows Californians with a range of identities - Latinx, Black, Asian American and LGBTQ - to see themselves in the work.

Duncan Channon led the media strategy and buy for the State’s campaign to encourage Californians to sign up for health insurance plans during the open enrolment period. The campaign includes culturally relevant in-language creative in Spanish, Chinese, Vietnamese and Korean, created in collaboration with multicultural agency partners BarúAPartnership and Quantasy - who also developed media strategies to reach specific cultural audiences. All work drives audiences to visit the website as the first step on their way to health insurance.

‘This Way to Health Insurance’ launches at a time when Covered California has a record 1.53million people enrolled - the highest figure since the marketplace launched in 2014. During a pandemic that has cost many Californians their jobs and employer-sponsored healthcare, the campaign is particularly relevant.

“At a time when people are rightfully concerned about their health, their jobs and their financial constraints, we want Californians to know that health insurance is one area where options and support are available,” said Colleen Stevens, marketing director, Covered California. “Our mission is to make sure not a single Californian goes without health insurance because they think it won’t make a difference, or is financially out of reach. We’re proud to partner with Duncan Channon on this new campaign that shows Californians that we see them - and are here to help connect them with affordable, quality health insurance.”

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Client: Covered California

Title: 'This Way to Health Insurance'

Director, marketing: Colleen Stevens

Deputy director, marketing: Michael Brennen

Consumer marketing & advertising staff services manager: Yuliya Andreyeva

Sr. marketing specialists: Amy Wilson, Aesha Olaso-Bethea, Amanda Danley and Sarita Navarro Garcia

Marketing specialists: Gianina Frazee, Brandi Miller and Mattie Gleason

Consumer research, communications & operations branch staff services manager: John Reilly

Research & member communications staff services manager: Jennifer Miller

Research data specialist: Ila Zapanta


Agency: Duncan Channon

Chief creative officer: Michael Lemme

Associate creative director, art director: Kat Michie

Senior copywriter: Madeline Lambie

Design director: Jennifer Kellogg

Senior designer: Shannon Burns

Creative intern: Darius Riley


Chief strategy officer: Andy Berkenfield

Chief integration officer: Gary Stein

Director of strategy: Kelleen Peckham

Social norms strategist: Adam Flynn

Brand strategist: Katherine Dean


Director of account management: Jamie Katz

Account director: Rachel Smutney

Account supervisor: Sarah Simonetti

Account manager: Kevin Logan

Project management

Director of project management: Rosheila Robles

Project manager: Michelle Mirasol


Director of communications planning: Leslie Diard

Group director, communications planning: Mandie Clem

Associate director, digital: Brandon Sugarman

Comms planning supervisor: Meredith Robinson

Communications planners: Olivia Alley and Jeff Steinberger

Associate communications planner: Saba Gebrezghi


Associate director, search strategy: Clarence Smith

Paid search manager: Oscar Vera

Paid social

Social media supervisor: Neha Sharma

Paid social media manager: Deena Adham


Associate director of analytics: Rebecca Friedberg


Art and print producer: Jess Shay

Senior broadcast producer: Keenan Hemje

Associate producer: Emily Sarale

Production designer: Phat Trieu

Cultural agency partners: BARÚ, APartnership and Quantasy

TV production

Production company: Biscuit

Director: Errol Morris

Partner/Managing Director: Shawn Lacy

Executive producer: Andrew Travelstead

Head of production: Sean Moody and Rachel Glaub

Line producer: Julie Ahlberg

Production Supervisor: Dina Alexander

Assistant Production Supervisor: Molly Gilula

Director of photography: Igor Martinovic

Art director: Noel McCarthy


Editorial: Exile

Editor: Grant Surmi

Executive Producer: Sasha Hirschfeld

Post Producer: Grace Hammerstein

Assistant Editor: Victoria Mortati


Colourist: Joseph Bicknell

Flame: Joey Deady

Flame Assistant: Adam Greenberg

Sound design

Recording studio: One Union

Recording Sound engineer: Eben Carr

Assistant Engineer: Michael Swarce

Executive Producer: Jaylen Block-Smith

Still photography

Photographers: We are the Rhoads

Producer: Crawford & Co Productions

Retouching & PrePress: DMAX Imaging

Categories: Insurance, Finance

Duncan Channon, Tue, 10 Nov 2020 11:05:38 GMT