Covered California: Open Enrollment Multimedia Strategy
The Challenge: Increasing health insurance literacy and driving statewide enrollment among multicultural and Hispanic communities during the critical Open Enrollment periods.
The Strategy: Cultivating unprecedented, direct access to the most influential Spanish-language editorial boards while developing a comprehensive, bilingual multimedia strategy spanning both general and multicultural markets.
The Execution: Served as the lead communications counselor for Hispanic media, writing all press releases, talking points, and video scripts in English and Spanish. Successfully secured the organization's first-ever editorial board meetings with LA Times en Español and La Opinión.
The Results: The multicultural earned media campaign generated 173 total placements and nearly 34 million impressions—three times more than the previous Open Enrollment period—while achieving an incredibly high message pull-through rate of 87%.
