First TV Spots For Covered California
Covered California became one of the first health insurance exchanges in the United States to officially kick off its television marketing campaign, airing three commercial spots beginning last week in order to get millions of the state's residents to purchase health insurance under the Affordable Care Act.
The two primary commercials, entitled, “signs” for the English version and “doors” for the Spanish-language version, contain the same message: You can purchase health insurance and not be rejected for any reason. Nevertheless, they are decidedly unique in tone.
“This media campaign will help launch the new culture of coverage coming in January 2014,” said Covered California Executive Director Peter V. Lee. “This will mean peace of mind for many Californians who have either been putting off medical care or going into debt because of healthcare costs.”
The ads were introduced into the San Diego, Sacramento and Chico/Redding markets over the Labor Day weekend for testing, with a rollout schedule for more markets next month.
Healthcare policy experts say it is crucial that exchange advertising resonate with Californians and residents of other states, primarily because polling data suggests widespread confusion or lack of information among consumers regarding the Affordable Care Act.
The English language spot riffs on the “Welcome” signs often posted at the edge of municipalities. It melds that with the car obsession many Californians have, as the entire commercial is shot from the vantage of moving vehicles. The signs in the campaign include “Welcome to Getting Care” and “Welcome to Feeling at Ease.” Some faces, are featured, but the announcer’s voice is the only one that is heard.
By contrast, the Spanish language ad is much different. Shot in warmer tones, it begins with an actor opening up the door to his house and saying “welcome,” followed by a child and her mother shouting “hello.” Several more doors opening follow, with actors voicing similar greetings.
“We’ve done the background research to make sure we reach people in ways that are specific to their hopes, fears and concerns and that reflect the rich diversity of California’s population,” Lee said.
In addition, Covered California has posted to its YouTube feed the first in a series of one-minute spots called “Real People,” featuring individuals who lack health insurance. The first focuses on a 20-year-old Sacramento resident named Ajay who has asthma and is seen walking through a college campus. has the feel of a public service announcement. She declared she's looking forward to the start of the exchange because “it will allow me to get health insurance.”
Covered California will spend $45 million on the ads through next March, and an additional $35 million through the end of next year. Virtually all of the money from the ad campaign came from federal grants. It also recently entered into a partnership with the Los Angeles-based California Endowment philanthropy for further outreach in the Spanish-language media.
