While none of the campaign’s messaging addresses the issue, the landmark legislation’s possible termination does lend the effort an added sense of urgency and importance. “On the other hand, California has taken a leadership position in adjusting to changes happening nationally to provide quality service and plans since the beginning.” Our commitment is to convince Californians that Covered California is strong, stable, has financial resources to make sure people will be covered, that we have good, quality plans,” Stevens said. “In terms of the political climate, we made a conscious decision not to do any messaging around the Supreme Court hearing the ACA case, the election and how the election might change things. The campaign arrives as the Supreme Court prepares to hear a case challenging the Affordable Care Act, responsible for the creation of Covered California and other exchanges around the country, shortly after the election next month. 1, but that the organization wanted to wait until after the election to avoid the message being drowned out. Stevens explained that the campaign was timed to the open enrollment period beginning on Nov. The campaign debuts across several media channels on Nov. The campaign’s process was shaped by the pandemic’s limitations, with the agency relying heavily on remote shoots, and both photo sessions and video production featuring real families-something Stevens said lent the effort a sense of intimacy. Duncan Channon’s first campaign for Covered California features ads in multiple languages including Spanish, Chinese, Vietnamese and Korean, as well as English, she said. Stevens also stressed the importance of picking an agency with the ability to deliver messaging across California’s diverse population. The agency developed a “ Flavors Hook Kids” campaign examining flavored vaping products’ role in youth addiction and a subsequent “Outbreak” campaign focused around the outbreak of vaping-related illness in 2019.
“We’re trying to change social norms and get people who don’t think this applies to them to investigate further.”ĭuncan Channon has previously worked with another state client, California Tobacco Control Program. We think a big chunk of our success is due to marketing,” Stevens added. “Covered California is an organization that believes in the power of marketing. We have to override their predetermined thought processes.” “That’s why emotional engagement is so important. “Self-elimination is our biggest problem,” she said. The appointment follows a competitive review earlier this year between seven agencies, including incumbent Campbell Ewald, and concluded before the pandemic’s impact.Ĭovered California director of marketing Colleen Stevens cited Duncan Channon’s history of “strong creative and ads that can emotionally engage people,” which she explained were important points in convincing an audience that has used internal justifications for going without health insurance for years. “We are in a time when the ability to have insurance is harder for more people, with so many losing their jobs.”
“We put all of our energy, heart and talent into winning it, and we have been putting that into every moment of getting the best work that we can,” he added. That was always very attractive,” Duncan Channon CCO Michael Lemme told Adweek.
“It takes the whole agency, every type of talent we have, to think about a problem like this and work on this business, helping more of our fellow Californians have access to quality, comprehensive insurance. Duncan Channon will be responsible for developing creative campaigns to convince Californians to sign up for Covered California healthcare plans, including driving behavioral change in viewers who believe healthcare isn’t right for them or too expensive for them to secure. The five-year contract is worth around $400 million. You can read the cover story on Adweek here or simply scroll down.Ĭovered California, the first and largest state health insurance marketplace in the country, has named San Francisco independent agency Duncan Channon its creative and media agency of record. We are resolute in helping at this crucial time when more Californians need coverage than ever. Covered CA on Adweek’s cover DC is thrilled to announce that we were awarded the five-year, $400-million Covered CA account.