For the Love of Californians: Covered California Launches First Brand Campaign

Sep. 23, 2025

Covered California has launched a new brand marketing campaign – For the Love of Californians – to help bring the organization’s mission to more Californians ahead of its open enrollment season, which begins November 1.  

This new brand campaign, created in partnership with VML, comes at a time when federal changes to health care coverage are causing significant changes for Californians, making it even more essential for Covered California to provide clear and helpful information around health insurance, health care and open enrollment.  

"For the Love of Californians" celebrates the richness in the daily life of residents across the state while reinforcing Covered California’s mission to ensure healthcare for everyone. Spanning broadcast, outdoor, online video, audio and social, the campaign brings that mission to life with a culture-first approach to marketing. VML partnered on this campaign with two multicultural agencies, Sensis (for Hispanic, African American, LGBTQ+ audiences) and IW Group (for Asian American Pacific Islander audiences), creating not only general market communications in English, but also in Spanish, Mandarin, Cantonese, Korean, Vietnamese, Tagalog, Hmong and Hindi.

The campaign was shot in California by an all-Californian line-up, both in front of and behind the camera, from the director to photographers, and cast and crew. In addition to hired actors, the acting talent was made up of real people from across the state, including market workers, single parents, real couples, lowrider owners, basketball players, and more. At the center is a 90-second launch film entitled "Declaration," which serves as both a love letter to the people of the state and a mission statement at a time when many Californians need affordable and quality healthcare. 

Steve Clarke, executive creative director at VML said:

“Covered California’s mission is at the heart of this meaningful work. It was essential that we captured the importance of people's health and well-being with emotion and an absolute directness. We had to clearly define who Covered California serves and how every day Californians can enroll.” 

 

Glenn Oyoung, Chief Marketing Officer of Covered California said:

“By building the Covered California brand with an authentic, empathetic voice that truly understands Californians, we can connect with those who need to hear our mission of health coverage for all. For the Love of Californians brings to life Covered California’s mission, which is to expand access to affordable, high-quality care while protecting, uplifting and empowering the people who make this beautiful state thrive."

 

Covered California’s campaign rolled out earlier this month to set the stage for its upcoming Open Enrollment.  By building awareness throughout the state and reaching people through their communities, by the time Open Enrollment opens November 1, the people and businesses who can benefit from Covered California will be armed with the information they need to make a solid decision.

VML, with offices in Los Angeles County, handled strategy, creative, production and oversaw media, in partnership with Sensis and IW Group.