CASE STUDY
Covered California
'Let's Talk Health'
2025 Open Enrollment Campaign
Covered California is the nation’s leading health insurance exchange, offering a free service that connects Californians with brand-name health insurance under the Patient Protection and Affordable Care Act. Randle’s creative strategy, flawless implementation and aggressive earned media approach fueled a collaborative partnership with Covered California for five years that most recently included the launch of a new commitment to health literacy through the marketplace’s 2025 Open Enrollment campaign.
.jpg)
Client
SERVICES
Client
SERVICES
Challenge
Despite record-breaking enrollment, many eligible Californians remained uninsured, unaware of the affordable coverage options available through Covered California. Research showed that many believed health insurance was too expensive, while others lacked a clear understanding of how Covered California worked, how to navigate their benefits, or even how to get started. These challenges were even greater for those who spoke English as a second language, making access to clear, culturally relevant information essential. To bridge this gap, efforts were needed to break down misconceptions, enhance awareness, and provide the support necessary to ensure every eligible Californian could access quality, affordable health coverage.
Solution
The “Let’s Talk Health” initiative aimed to enhance the health literacy of all Californians and reach those who remain uninsured. Randle cultivated a unique and media-worthy consortium of health literacy academics and experts as well as library leaders across the state to offer unique voices and compelling storytelling for earned media audiences.
With data-driven approaches at the core, Randle produced culturally relevant messaging and educational materials in multiple languages, using simplified language and terms infused with academic best practices to ensure communications efficacy. With multiple events in every media market in California throughout the full three months of Open Enrollment, the campaign utilized the consortium to focus on advancing health literacy, reaching diverse communities and bringing awareness to regional chronic health conditions. This included long-term relationships with local libraries, which are essential anchors in their communities, to provide information in their branches to diverse communities in relevant languages.
Results
The Open Enrollment project earned more than 1200 media hits across the three-month campaign with significant message pull through and elevation of key trusted messengers across general market and ethnic media. With the help of this campaign, Covered California hit a record enrollment of nearly 2 million Californians.
Challenge
Despite record-breaking enrollment, many eligible Californians remained uninsured, unaware of the affordable coverage options available through Covered California. Research showed that many believed health insurance was too expensive, while others lacked a clear understanding of how Covered California worked, how to navigate their benefits, or even how to get started. These challenges were even greater for those who spoke English as a second language, making access to clear, culturally relevant information essential. To bridge this gap, efforts were needed to break down misconceptions, enhance awareness, and provide the support necessary to ensure every eligible Californian could access quality, affordable health coverage.
Solution
The “Let’s Talk Health” initiative aimed to enhance the health literacy of all Californians and reach those who remain uninsured. Randle cultivated a unique and media-worthy consortium of health literacy academics and experts as well as library leaders across the state to offer unique voices and compelling storytelling for earned media audiences.
With data-driven approaches at the core, Randle produced culturally relevant messaging and educational materials in multiple languages, using simplified language and terms infused with academic best practices to ensure communications efficacy. With multiple events in every media market in California throughout the full three months of Open Enrollment, the campaign utilized the consortium to focus on advancing health literacy, reaching diverse communities and bringing awareness to regional chronic health conditions. This included long-term relationships with local libraries, which are essential anchors in their communities, to provide information in their branches to diverse communities in relevant languages.
The Open Enrollment project earned more than 1200 media hits across the three-month campaign with significant message pull through and elevation of key trusted messengers across general market and ethnic media. With the help of this campaign, Covered California hit a record enrollment of nearly 2 million Californians.