L.A. Care Health Plan

Initiative: As the largest publicly run health plan in the United States, L.A. Care chose Maricich as its agency to develop the brand and launch a multicultural open-enrollment advertising and marketing campaign for its first ever commercial product. This initiative was part of L.A. Care’s participation in Covered California™, the state’s health insurance exchange established under the Affordable Care Act.

Outcome: Based on multicultural research, Maricich first developed the L.A. Care Covered™ name, brand and associated “I Heart L.A.” campaign to connect with the hearts and minds of the targeted demographics and communities within Los Angeles County. For the 2015-16 open enrollment season, we evolved the campaign to emphasize the plan’s unique understanding of “Angelenos” and its exclusive focus within the L.A. County marketplace. The multiyear campaign has been a phenomenal success, helping L.A. Care outmaneuver established competitors and drive a significant gain in market share by leveraging outdoor, radio, TV, digital and grassroots outreach.


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2014 Campaign