L.A. CARE HEALTH PLAN

UNIQUELY ANGELENO

CHALLENGE

As L.A. Care Health Plan continued to expand its role on the Covered California exchange, a long-standing perception issue persisted—many Angelenos still viewed L.A. Care as a limited, single-product, Medi-Cal–focused option. This narrow understanding overshadowed the full breadth of L.A. Care’s offerings and overlooked its ability to insure Angelenos through multiple programs and life stages. In a maturing and increasingly complex health insurance landscape, L.A. Care needed to evolve its “For All of L.A.” positioning from a geographic claim to a more meaningful expression of coverage for life’s many transitions.

OUTCOME

To elevate the brand, Maricich Health crafted the Uniquely Angeleno campaign, a refreshed expression which reinforced the organization’s “For All of L.A.” brand positioning and tagline that stepped directly into the lives, rhythms, and personalities that make the community distinct. The platform shaped messaging around real life stages and cultural experiences, providing each audience segment with a meaningful message by L.A. Care that connected in their language and community. The campaign reinforced that the L.A. Care Covered commercial health insurance offering wasn’t offered for just one demographic but was far reaching across many different audiences and people in the region. Creative campaign elements featured local faces, neighborhood settings, and everyday scenes that captured the city’s diversity, and the evolving coverage needs of L.A. County residents. Media extended across multicultural channels, grassroots outreach, bilingual radio and TV, digital placements, and targeted community efforts. Ultimately, the campaign gave new meaning to “For All of L.A.” by showing that L.A. Care supports every Angeleno at every step.