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.