Covered California’s mission is to improve the health of all Californians by increasing the number of insured and providing access to affordable, high quality care for those who need it most.
In 2020, at the onset of a global pandemic, BARÚ was tasked with reaching low-income Latino Californians in both urban and difficult to access rural markets by developing a Spanish language campaign to drive enrollments. Given COVID-19 and a high rate of job losses, we developed and implemented a multi-channel campaign to educate and motivate those recently uninsured to sign up for health insurance through Covered CA. Our targeting tactics focused on verticals including Hospitality and Retail that were highly impacted as a result of COVID-19. Hispanic audiences make up a strong share of those 2 verticals across CA. To reach the right target audience we also used healthcare data sets including Acxiom and Ameribase to identify audiences most likely to be uninsured.
Our Covered CA campaigns run as a multi-channel state-wide media plan with in-language creative messaging on TV, Radio, Print, Outdoor, Digital, Social and Search. To emphasize the importance of signing up for health insurance BARÚ negotiates incremental press interviews on top Hispanic networks with Covered CA representatives.
Our ongoing campaign efforts promoting subsidies to help reduce barriers has resulted in a dramatic increase of +34% Latino enrollment from 2020 to present day. Due to our efforts and the benefits of the American Rescue plan, California has seen great progress in closing the health equity gap by cutting the uninsured rate in half among Latinos.
Our spot “Invisible” struck a culturally relevant chord, highlighting the importance of mental health during such a pivotal time. “Invisible” was awarded two 2021 Communicator Awards - Silver for Integrated Campaign (Business to Consumer), and Distinction in Film/Video for government relations. We are proud that more Latinos across our great state feel seen and we enthusiastically take on more challenging work to help reduce disparities and build healthier communities.