Real conversations. Real help. Health insurance doesn’t need to be hard, and Covered California is here to help.
Year
2021-2025
Client
Covered California
My Role
Creative Director, Art
Led the Hispanic creative for the campaign, partnering with the general market agency to make sure every idea stayed aligned while speaking authentically to Hispanic audiences.
Worked with strategy to develop culturally relevant insights that informed the Hispanic campaign while supporting the overall creative platform.
Wrote scripts and partnered with copy to shape messaging that felt natural, culturally relevant, and true to the campaign.
Led the visual direction for the Hispanic campaign, from photography selection to the design of every creative asset across digital, social, video, print, and out-of-home.
Worked closely with the general market agency and internal teams to keep the creative consistent across every audience and touchpoint.
Presented work to the client, refined the creative through feedback, and guided the Hispanic campaign from concept through launch.
The Creative Strategy
We built an integrated "Reach, Connect, and Engage" framework that spanned TV, radio, print, OOH, and social. Instead of cold facts, we led with inclusive and personal messaging. We wanted to empower people to make their own choices by stripping away the barriers of economic status, pre-existing conditions, and language. The creative was designed to feel less like a mandate and more like a supportive tool for the community.
The Execution
Open Enrollment 2025: We created the "Confab" campaign to capture those real, unfiltered moments where friends and coworkers talk shop about life. By setting the scenes in these natural environments, we gave the audience an insider look at how people actually share health insurance struggles and advice. It turned a dry topic into a relatable conversation between people who actually trust each other.
The Background
Covered California is a free state-run marketplace with a massive mission: providing every Californian access to affordable, high-quality care. While the platform is built to reduce health disparities, the biggest hurdle is reaching diverse, multicultural audiences who often feel left out of the conversation.
The Challenge
For the 2025 Open Enrollment period, we needed to reach bilingual and Spanish-dominant Californians in both urban and rural markets. This specific group often deprioritizes continuous health insurance, usually because of the perceived cost or a lack of trust in the system. Our job was to shift that perception and prove that quality coverage is actually within reach.
The Execution Evolution
Special Enrollment: When we moved into the Special Enrollment period, we had to work with a tighter budget, so we pivoted away from full video production. We chose a more cost-effective direction by using high-quality photography and adding dynamic movement to the frames. This allowed us to keep the "Confab" energy alive, showing friends having real conversations about health insurance without the high cost of a full film shoot.
Results
CCA’s OE2025 saw the highest increase in new plan selections among Latinos in three years, up by over 28% vs. 2024
As of Jan. 31 2025, 1.7M Californians chose a health plan through CCA, with a record of 306,382 new enrollees.