News Release

Date Posted

Covered California Reaches Out To Asian-Language Consumers in Stores, On Billboards

Posters, Fact Sheets and Signage Will Help Educate and Enroll Asians

SACRAMENTO, Calif. — This week, Covered California™ unveiled Asian-language advertising on billboards, transit shelters and posters throughout the state, aimed at boosting enrollment among Asian consumers.

With a total of 5.3 million Asians in California, Asians make up about 14 percent of the state’s population. It’s projected that 27 percent of Asian Californians will be eligible for federal subsidies when signing up for affordable health care coverage through the new health benefit exchange. Another 8 percent are expected to qualify for low-cost or no-cost coverage through Medi-Cal.

Because up to half of the Asian population in the state speaks limited English,Covered California launched a marketing campaign to reach Asians in many key languages, including Cantonese, Mandarin, Korean, Vietnamese, Hmong, Tagalog, Khmer and Lao.

“Our mission is to increase access to health care in all segments of California, so reaching these diverse communities in their languages will be vital to educating people about the new marketplace and the benefits of getting covered,” said Covered California Executive Director Peter V. Lee.

The campaign rolled out in October with Asian-language TV, radio and print ads. Covered California will now get out information on health care coverage to this important consumer group through billboards, advertising at bus shelters, and posters placed at community gathering areas, including fact sheets at stores and local businesses.

The push will target Asian-language markets in Los Angeles, the San Francisco Bay Area, San Jose, Sacramento, San Diego and Fresno.

The Asian-language campaign will complement Covered California’s general advertising effort that is already serving English-speaking Asian communities.

About Covered California
Covered California is the state’s marketplace for the federal Patient Protection and Affordable Care Act. Covered California, in partnership with the California Department of Health Care Services, was charged with creating a new health insurance marketplace in which individuals and small businesses can get access to affordable health insurance plans. With coverage starting in 2014, Covered California helps individuals determine whether they are eligible for premium assistance that is available on a sliding-scale basis to reduce insurance costs or whether they are eligible for low-cost or no-cost Medi-Cal. Consumers can then compare health insurance plans and choose the plan that works best for their health needs and budget. Small businesses can purchase competitively priced health insurance plans and offer their employees the ability to choose from an array of plans and may qualify for federal tax credits.

Covered California is an independent part of the state government whose job is to make the new market work for California’s consumers. It is overseen by a five-member board appointed by the Governor and the Legislature. For more information on Covered California, please visit