L.A. CARE HEALTH PLAN

ELEVATING HEALTHCARE

CHALLENGE

L.A. Care Is the nation’s largest public health plan with over 2.6 million members, yet despite its scale and impact, overall brand awareness lagged. L.A. Care needed a unifying brand platform that could restore confidence and drive strong open enrollment performance—while authentically reaching multicultural audiences.

OUTCOME

Maricich Health positioned L.A. Care as the guardians of health for the L.A. community through developing and launching the award-winning Elevating Healthcare branding campaign. A culturally–grounded brand platform brought to life through our Cultural Infusion™ approach—ensuring insights, language, and creative resonance across L.A.’s multicultural population. The graphical centerpiece of the campaign, the angel wings animated icon, became a symbolic expression of protection, compassion, and L.A. Care’s commitment to elevating the health of the entire community. Phase 1 of the campaign focused on building overarching brand awareness, while Phase 2 translated the platform into a high-impact open enrollment effort for L.A. Care Covered, its commercial product marketing on the California healthcare insurance exchange. The fully– integrated campaign spanned TV, radio, outdoor, transit, digital video, display, paid social, Google search, PR, and refreshed landing pages—creating a cohesive, uplifting presence across Los Angeles County.