The greatest challenge of reaching uninsured Californians was not explaining what Covered California does, but but getting people to trust that what felt like it was not for them actual was and what felt impossible wasn't. It takes courage to put aside past disappointments or negative preconceptions about to believe that health coverage is within reach. So how do you break through? You sit down with real people and have a real conversation. It's exciting to lead with authenticity and talk about important life shit they way regular people actually do. That directly inspired the campaign.
Every. Single. Thing about this work had to come from a place of empathy, compassion, and believability (as most work should). Often the most compelling argument argument for getting health insurance comes from the people who thought they couldn't get it to begin with.
We were so grateful to partner with Joe Talbot (director of The Last Black Man in San Francisco), Mihai Mǎlaimare Jr. (Megalopolis, The Hate You Give) and Radical Media to create something straight from the heart in two different spots across 6 languages.
We were so grateful to partner with Joe Talbot (director of The Last Black Man in San Francisco), Mihai Mǎlaimare Jr. (Megalopolis, The Hate You Give) and Radical Media to create something straight from the heart in two different spots across 6 languages.
We continued the conversation in radio, digital, and social.
We even created an animated version of the campaign as a companion to hone in on more information dense details in a fun way, also produced in multiple languages while remaining true to the core of the concept. We worked with our creative partner agencies Barú and APartnership to make we properly represented our audiences.
Credits and Co-Creators:
Creative Director: Kelly Mccullough
Senior Art Director: Xavier Rivera
ACD copywriter: J. Moe
Producer: Rita Channon
Production : Radical Media
Color: Roast n' Post
Director: Joe Talbot
Director of Photography: Mihai Mǎlaimare Jr.
Original Music: Emille Mosseri
