For the Love of Californians – Some projects feel bigger than just a campaign. This was one of them.
A love letter to 39 million Californians at a time when getting help matters more than ever. Healthcare in the US is confusing, costly, and out of reach for so many. But Covered California exists to change that. As the state’s affordable healthcare program, they help millions find coverage, reduce premiums, hold health insurance companies accountable, and cut through the confusion.
This is their Declaration. A promise to help make healthcare work for every Californian.
I led and won the pitch at the end of 2024, and am now launching their first-ever brand campaign. Partnering with their amazing CMO and marketing team.
Credits: ECD/Writer Me / CD Mel Riggs / CD CW/AD Harry Kniznik, Josh Chavis / CW/AD Richa Agarwal, Ingrid Oliviera / ACDs Will Riedel, Ben Reese / and Peepo David
Here are some of the Outdoor.
Open Enrollment is that anxiety-inducing time every year when Americans get to chose their health coverage for the coming year. Everyone hates it. Everyone dreads it. Those two words evoke such negativity, so instead we brought humanity and emotion to a process that often feels cold and complicated. This was our open invitation to Californians to let Covered California help make it easier, fairer, and better to get health insurance coverage.
Credits: ECD/Writer Me / CD Mel Riggs / CW/AD Richa Agarwal, Ingrid Oliviera