CDPH, Healthy Families

The campaign’s goal was to enroll the children of California’s working poor in the state’s new low-cost health insurance program. We designed and implemented a multi-pronged social marketing campaign comprising multilingual collateral items in 10 languages plus two cultures (African American and Native American); designed media partnerships with ethnic media outlets including KMEX-TV and La Opinión in Los Angeles; secured corporate sponsorships with dozens of companies such as Edison, Food 4 Less and the MTA; secured celebrity spokespersons including Edward James Olmos and LA Galaxy star Mauricio Cienfuegos; and coordinated special events to generate media attention, including the statewide launch event with Governor Pete Wilson and the 400,000th Child Enrolled press conference with California First Lady Sharon Davis. The state credited the communication effort with the successful enrollment of more than 500,000 previously uninsured children in Healthy Families in the first year alone.