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Health Insurance Is a Family Affair in Covered California Health Insurance Campaign

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Duncan Channon launches the latest work dispelling common perceptions around insurance

Health Insurance Is a Family Affair in Covered California Health Insurance Campaign

Duncan Channon has launched its new campaign for Covered California, the first and largest state-run health insurance marketplace created under the Affordable Care Act. Launching today November 1st, Covered California’s campaign represents a comprehensive, multicultural push to motivate uninsured Californians to get covered -- and take advantage of American Rescue Plan federal subsidies that dramatically lower the cost of coverage at a time when health insurance is critical. 

The new work builds on the success of the ‘This Way to Health Insurance’ campaign by Duncan Channon, which originally launched in November 2020 and delivered a direct message about the accessibility and quality of health insurance available on Covered California’s marketplace. This year, new TV/Video spots featuring real families build on this message with a more emotional approach that taps the love and protective instinct we feel as parents as motivation for getting health insurance. And, a new anthem spot, ‘Californians’ aims to dispel common perceptions that block people from starting the process to find coverage, while positioning Covered California as a values-based organisation that believes ‘health insurance should cover more and cost less.’

“When we launched ‘This Way to Health Insurance’ in November 2020, many months into the pandemic, people needed a very direct message about how Covered California helps make getting insured easier and more affordable. This year, we’re building on things with new creative that taps into our emotional motivations for getting insured. The ‘Heart’ TV spot captures the unmistakable vulnerability parents feel as we try to keep our kids safe and help them thrive,” said Michael Lemme, chief creative officer, Duncan Channon. “The combination of new creative with top-performing spots that remind people about the financial and practical support available to them work together to change the way Californians think and feel about getting covered.”

The new TV spots will air alongside three spots from the original campaign and a dedicated spot that highlights the availability of $3B in federal funding that has significantly lowered the price of coverage for many Californians - often by hundreds of dollars per month. The suite of TV/Video ads, plus new radio, OOH, print and digital, work together to help change Californians’ perception of the quality and accessibility of health insurance, and show them Covered California is here to help them get covered. To reflect the diversity of the state, the campaign includes culturally relevant in-language creative in Spanish, Mandarin, Cantonese, Vietnamese and Korean, created in collaboration with multicultural agency partners Barú, APartnership and Quantasy -- who also developed media strategies to reach specific cultural audiences.

The 2022 open enrolment campaign launches at a time when Covered California has record-high enrolment of 1.6M Californians. Covered California also recorded a significant increase in sign-ups since promoting the financial benefits of the American Rescue Plan via a dedicated ad campaign by Duncan Channon that launched in April. In the first four months of the campaign (April 12th – Aug 10th), Covered California saw enrolments increase by 29 percent over the previous year in 2020 at the height of the pandemic.

“We’re proud of the progress we’ve made in helping to get a record number of Californians insured, but we won’t rest until we change the hearts and minds of those who still believe quality health insurance is out of reach,” said Colleen Stevens, marketing director, Covered California. “We’ve spoken first hand with so many people who couldn’t have imagined getting the coverage they have now for such a low price. We want Californians to know that we’re more than a marketplace for health insurance. We’re allies in helping them find health insurance that covers more, and cost less.”

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Client

Client: Covered California

Director, marketing: Colleen Stevens

Deputy director, marketing: Michael Brennan

Consumer marketing & advertising staff services manager: Yuliya Andreyeva

Sr. marketing specialist: Amy Wilson

Sr. marketing specialist: Aesha Olaso-Bethea

Sr. marketing specialist: Sarita Navarro Garcia

Sr. marketing specialist: Monica Padilla

Marketing specialist: Gianina Frazee

Marketing specialist: Mattie Gleason

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

Research & member communications staff services manager: Jennifer Miller

Sr. marketing specialist: Amanda Danley

Marketing specialist: Brandi Miller

Research data specialist: Ila Zapanta

Agency

Agency: Duncan Channon

Creative

Chief creative officer: Michael Lemme

Creative director: Kelly McCullough

Associate creative director: Madeline Lambie

Associate creative director: Kat Michie

Design director: Darlene Gibson

Copywriter: D’mani Thomas

Copywriter: Lea Mixon

Strategy

Chief strategy officer: Andy Berkenfield

Chief integration officer: Gary Stein

Director of strategy: Kelleen Peckham

Associate director of strategy: Mel Grey

Brand strategist: Katherine Dean

Account

Director of account management: Jamie Katz

Associate account director: Sarah Simonetti

Sr. account manager: Kevin Logan

Account manager: Ty Tanioka

Project management

Director of project management: Rosheila Robles

Sr. project manager: Michelle Mirasol

Communications

Director of communications planning: Leslie Diard

Group director, communications planning: Mandie Clem

Comms planning supervisor: Meredith Robinson

Communications planner: Olivia Alley

Communications planner: Saba Gebrezghi

Communications planning associate: Divya Thirunagari

Communications planning associate: Kacey Hsu

Paid social media associate: Andrea Rondon

Search

Assoc director, search strategy: Clarence Smith

Paid search supervisor: Kayle Vitek

SEM manager: Amira Kishak

Analytics

Assoc director of analytics: Rob Griffin

Associate director of digital: Brandon Sugarman

Data analyst: Ranjani Ravirajan

Production

Art and print producer: Jess Shay

Senior broadcast producer: Keenan Hemje

Integrated producer: Emily Sarale

Production designer: Phat Trieu

Production/Studio designer: Matthew Rhea

Cultural agency partners
BARÚ

Creative Director: Edgar Hernandez

Associate Creative Director: MJ Lazcano

Sr. Producer: Monica Sotelo

Account Director: Carlos Durand

Associate Account Director: Aida Roque

Sr. Account Executive: Kiyomi Villasana

Strategy Lead, President, CEO: Elizabeth Barrutia

APartnership

CEO, Strategy lead: Jeannie Yuen

Associate Account Executive: Cindy Tran

Associate Director of Comms Planning: Rain Li

Senior Media Planner: Hannah Kim

Media Planner: Van Nguyen

Associate Media Planner: Kenny Gan

Chief Creative Officer: Aok Yuen

Creative Director: Steve Lam

Director of Creative Services: Sherry Shin

Art director: Barry Xie

Senior Art Director: Ranhee Lee

Designer: Karlee Cao

Quantasy

Account manager: Christian Smith

Account manager: Shanel Knox

Strategist: Nicole McKinney


TV Production

Company: Revival Film

Director / DP: Luis Peña

EP: Stephanie Farmer

Producer: Michael Begovich

Design and Animation

Design & Animation: Scholar

Creative Director: William Campbell

Managing Director: Anne Skopas

Managing Executive Producer: Kirsten Noll

Director of Production: Tyler Locke

Head of Production: Nicole Smarsh

Producer: Nicky Maser

Production Coordinator: Bella Bergeron

Creative Lead: Madison Kelly

Designers and 2D Animators: Sam Bachman, Madison Kelly, Kenny Kerut, Matt Andrews, Helen Slavutsky

Flame Artists: Pilon Lectez, Susanne Scharping, Glyn Tebbutt, Rob Winfield, Shane Zinkhon

Edit

Editorial: Scholar

Editor: JC Nunez

Editor: Jaime Valdueza

Assistant Editor: Dominic Strazulo

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

Genres: People, Dialogue

Categories: Insurance, Finance

Duncan Channon, Mon, 01 Nov 2021 15:08:08 GMT