L.A. Care and Maricich Health
Elevating Healthcare
L.A. Care Health Plan serves more than 2.1 million Medi-Cal (Medicaid) members in Los Angeles County. This brand awareness campaign aimed to bring to life the meaning, spirit, and essence of L.A. Care and communicate its mission to the diverse populations it serves.
An agency representative reported the team went beyond language translation to ensure the campaign was relevant to African-American, Hispanic, Asian, and LGBTQ audiences. A confidential proprietary approach was used to gain emotional key insights and get at core human truths across unique audiences.
Creative use of angel wings overall helped position the brand as a guardian of health during a time of uncertainty about the Affordable Care Act and subsidy funding.
Channel execution included TV, print, billboards, transit shelters, bus ads, digital banners, PR, metro station takeovers, video content, and website landing pages.
Judges liked the creative, calling it “uplifting,” and they were impressed by strong, but confidential, results.
Finalists
L.A. Care and Maricich Health
Elevating Healthcare
myCME/Haymarket Medical Education for IMPACT
on Health Disparities in HIV Prevention
Sequenced Learning Initiative
Pfizer and FCB Health for Eucrisa
Almost Everybody, Almost Everywhere
Pfizer and J. Walter Thompson
for Lyrica capsules CV
Step On Up
Santa Clara Valley Medical Center and Maricich Health
Go Public!
Note: Scoring of entries is made solely at the discretion of the jurors, and they decided to withhold Gold in this category.
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
