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Covered California is where Californians can get brand-name health insurance under the Patient Protection and Affordable Care Act. Our team is responsible for media planning, media buying, creative development and creative production targeting African American consumers. The campaign is grounded in insights from qualitative and quantitative research, and is based on the brand platform “It’s more than just health care, it’s life care”. For the past three years, the number of African Americans without health insurance remained steady, contributing to Covered California’s enrollment goals.
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