With the Affordable Care Act being tested during a pandemic that has cost millions of Americans their jobs and healthcare coverage, Duncan Channon
has been named creative and media agency of record for Covered California
, the first and largest state-run health insurance marketplace created under the Affordable Care Act, following a competitive review earlier this year.
As part of a five-year, $400m engagement, Duncan Channon is responsible for developing a breakthrough creative approach to drive behavioural change among Californians who believe health insurance is not for them, or is too expensive or confusing to secure. Beyond helping to insure California’s uninsured, the agency’s work will aim to change cultural perceptions about the value and accessibility of health insurance. The agency’s first campaign for Covered California will launch in November 2020 and include culturally relevant in-language executions created in collaboration with multicultural agency partners Apartnership
. Duncan Channon has added seven new team members to staff the account.
“Duncan Channon has built a reputation for culturally resonant, emotional creative that delivers greater impact than the fact-based education campaigns that can be typical in the public sector,” said Peter V. Lee, executive director of Covered California. “We’re thrilled to partner with Duncan Channon to bring fresh creativity to the timely issue of affordable, quality health insurance.”
As the pandemic and economic uncertainty are leaving more people in need of coverage that is not employer-sponsored, Covered California is succeeding in its mission to connect residents with high-quality health coverage that is also affordable – with both uninsured rates and premiums that are lower than the national average. As of June 2020, 1.53million people were actively enrolled in Covered California – the highest figure since the marketplace launched in 2014. Duncan Channon is tasked with creating a campaign that positions Covered California as an accessible source for quality health insurance for all Californians – while battling the misperceptions that keep people from getting coverage.
“The opportunity to use every bit of talent, experience and energy we have to inspire actions that can literally save lives is one we take seriously – especially during a pandemic that makes coverage even more vital,” said Michael Lemme, chief creative officer, Duncan Channon. “We want to help Californians see that quality health insurance is not only for them, but within affordable reach. And we’re inspired by Covered California’s ambition to lead by example – to show how brand and marketing can change perceptions about healthcare accessibility at a broader cultural level.”