As you may have seen on the cover of Adweek this morning, today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.
At a time when the pandemic is driving up unemployment and financial strain, five new TV spots directed by Academy-award winning director Errol Morris aim to show Californians that Covered California is here to help — both as a source for quality health insurance and as the only place to get financial help for those that need it.
The TV spots unfold as in-home vignettes that offer a window into the everyday lives and concerns of people and families, including an unemployed father who needed help affording health insurance even as his kids think he’s a superhero; a man living alone with depression for whom mental health coverage has been everything; and, the daughter of a Latinx immigrant who’s always translated for her parents, but needed help understanding their health insurance options.
The campaign’s OOH and digital creative seeks to shape positive cultural perceptions about having health insurance. OOH ads with lines such as ‘Protect Your Most Valuable Assets,’ ‘In Sickness and Health,’ and ‘Health is Power’ call viewers to action by placing health insurance in context of family, marriage and personal empowerment. The photography, shot by We Are The Rhoads, features real families and allows Californians with a range of identities — Latinx, Black, Asian American and LGBTQ — to see themselves in the work.
DC also led the media strategy and buy for the State’s largest-ever campaign to encourage Californians to sign up for health insurance plans during its open enrollment period. The campaign includes culturally relevant in-language creative in Spanish, Chinese, Vietnamese and Korean, created in collaboration with multicultural agency partners Barú, APartnership and Quantasy.
Work + News
Croom talks director role with Adweek
DC is proud to announce Kumi Croom’s new role as DC’s first director of diversity and collaboration. Check out Kumi talking with Adweek about her goals and the progress she’s already helped to usher in.
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
The “Stirring the Pot” work celebrates Kettle Brand's counterculture legacy and all those that zig when others zag.