Covered California – Live Your Best Life Tour

THE CHALLENGE
Covered California has so much to offer in terms of savings and support – but the trick is reminding the public to take advantage of those offerings. People don’t always consider health insurance exciting, so they needed us to raise the public’s heart-rate a little bit ­– and to create events that would drive media exposure and public awareness.
THE IDEA
In partnership with our sister agency Golin, we developed the Covered California Live Your Best Life Tour! We advised executing fewer, better events across the state, to focus on the highest-impact locations – key markets where we would intersect both a high number of eligible uninsured and a high density of media.
We partnered with athlete celebrities at each tour location to tell authentic stories about the importance of insurance coverage, and to generate media coverage at the tour stops. The stars even taught and led fitness-related activities – because we know that participation and star-power prompt engagement and drive social sharing. Instead of playing a supporting role at larger gatherings, this center-stage tour experience allowed Covered California and the Open Enrollment Tour to create more ownable, marquee moments in high-traffic areas and at relevant event.
To follow up, we leveraged this buzz to hold stakeholder and media community forums in each of these key markets – in order to maximize this educational opportunity to answer the public’s questions on the issue of healthcare, and to build relationship between the people and Covered California.
THE RESULTS
The Live Your Best Life Tour debuted with a splash at The Block, a retail and culture hub in downtown Los Angeles – where Leila Ali, daughter of the legendary Muhammed Ali, gave a boxing lesson, and champion Leo Santa Cruz shared his personal family story about the importance of healthcare coverage!
The Live Your Best Life Tour transformed the image of Covered California into a welcoming, exciting partner in the fight for better healthcare, and established a vibrant public call to action to drive signups – as well as driving both social sharing, and news stories from local staples like USC’s Annenberg News and nationwide Spanish-language newspaper La Opinión.

“The Live Your Best Life Tour transformed the image of Covered California into a welcoming, exciting partner in the fight for better healthcare”