Covered California
As lead writer on this pitch, I helped win Covered California’s $400 million, five-year contract by presenting our creative vision to stakeholders at the California State Capitol.
When we won the account in December 2019, 1.4 million Californians were uninsured. By the time campaign development began in March 2020, the pandemic had pushed that number to 3 million — and it was growing every day. Our challenge was urgent: connect Californians with health insurance when they needed it most.
It was both an enormous responsibility and an honor to represent the state of California at such a critical moment. Our first integrated campaign for Covered California spanned broadcast, out-of-home, print, radio and digital. It drove an 18% increase in brand awareness, a 20% increase in favorability and a 15% increase in perceived accessibility.
DREAM TEAM
Chief Creative Officer: Mike Lemme; Creative Director: Kelly McCullough; ACD/Art Director: Kat Michie; Senior Designer: Shannon Burns; Design Director: Jennifer Kellogg, Darlene Gibson; Writers: D’Mani Thomas, Lea Mixon; Broadcast Producer: Keenan Hemje, Emily Sarale; Print Producer: Jess Shay; Production Designer: Phat Trieu; Director: Luis Pena, Errol Morris; Production Company: Biscuit Filmworks; Post-Production: One Union Studios, Handsome Sound, Scholar; Photographers: We Are The Rhoads
AWARDS
SF ADDY (Gold): Photography for Integrated Campaign
SF ADDY (Bronze): Regional/National Television Commercial