California Healthline: Exchange Plans Ad, Outreach Campaign

by David Gorn

On Monday, Covered California officials announced plans for a $94 million advertising and outreach campaign for the coming year, which includes an additional commitment of $14.6 million above what the exchange initially planned for community grants.

The exchange’s second open enrollment period starts Nov. 15 and runs through Feb. 15. Covered California’s Executive Director Peter Lee said people are going to hear about it in a big way.

Lee said the exchange will spend $46 million on the ad campaign for radio, television and social media unveiled yesterday.

“This ad campaign is going to reach every part of California,” Lee said.

The theme of the first commercials is “We’re in.”  In Spanish, it’s “Tengo un Plan.” Ads feature people across California who signed up for coverage during the first open enrollment period talking about how that coverage has worked for them.

“It’s not about glossy ads, it’s about real people telling real stories,” Lee said.

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