CalOptima
Building awareness of CalOptima's cost-effective, innovative approaches in healthcare coverage to its 850,000+ low-income Orange County residents.
research | strategic planning | creative concepting | paid media | media relations
THE CHALLENGE
By insuring that the neediest members of the community receive quality health care, CalOptima performs a crucial service that benefits EVERY resident of Orange County. How? CalOptima addresses homelessness, food insecurity, mental health and ongoing care for the most vulnerable residents. That concept is not well-understood.
THE RESULTS
Initial research showed strong awareness (65%) and positive perceptions of CalOptima, especially among the members of the community it serves. Message testing showed efforts to connect residents with food and shelter increased positive perceptions on CalOptima, and the campaign focuses on telling the story of CalOptima’s efforts to help the homeless, which helps build a strong community for everyone.
Power in Numbers
200 K+
Low-income residents in Orange County reached
3+
News articles and segments highlighting CalOptima
5.9%
Increase in social engagement in 2021
