Healthy Conversations Campaign – Covered California
For those who don’t get health insurance from work, Covered California is where they can get affordable health insurance, often with financial help from the state. Unfortunately, the confusing nature of health insurance continues to leave many uninsured Californians overwhelmed and hesitant to protect themselves.
To address these barriers within the Asian American population, we took a creative approach that diverged from traditional health insurance commercials. Along with our Hispanic and general market agency partners, we developed our “Healthy Conversations” campaign – a series of spots designed to engage our audiences through resonant storytelling. The spots featured relatable conversations in industries where many Asian immigrants work, and employer-sponsored health insurance is often unavailable. To address the diversity within Asian American communities, we created culturally nuanced versions of the spots in Mandarin, Cantonese, Korean, and Vietnamese, tailoring settings and props to ensure authenticity and relatability.
The campaign showcased how culturally attuned storytelling can make complex topics more approachable, advancing Covered California’s mission to make health coverage accessible to all.
