The first TV ads promoting the new California health insurance exchange begin airing on Labor Day, the start of a $75 million marketing campaign.
The TV spots will land in three test markets — Sacramento, San Diego and Chico/Redding, Covered California said. Other markets will be targeted beginning in October, the month in which the health marketplace begins taking orders for insurance.
“This media campaign will help launch the new culture of coverage coming in January 2014,” said Covered California chief Peter Lee, referring to the earliest start date for coverage purchased through the exchange.
Other elements of the awareness campaign, funded by the federal government, include radio ads, digital and social media, and an updated Covered California web site featuring a “shop-and-compare tool” and video resources.
The ads seek to address a continuing lack of awareness among many of the segments of the state population who would be best served by the health exchange’s products. A survey released in late August found a significant knowledge gap about Obamacare remains among Californians, with only 15 percent of the voters surveyed saying they were “very knowledgeable” about health care reform under the Affordable Care Act.
The state Obamacare campaign’s key TV ad shows a series of freeway and city signs directing uninsured Californians to full-benefit health coverage (pictured, top). One of the signs says “Welcome to feeling at ease.”
Another ad takes a heavier approach, dramatizing the risks of injury in accidents.
A Spanish-language spot shows Californians welcoming Covered California into their homes and businesses. Latinos, many of whom lack health insurance in the state, are a priority for Affordable Health Care marketing. Here’s a preview of the new Spanish-language PSA: (text continues)
Ads in languages other than English and Spanish are scheduled as well.
“We’ve done the background research to make sure we reach people in ways that are specific to their hopes, fears and concerns and that reflect the rich diversity of California’s population,” Lee said.