News Release

Date Posted

Covered California Launches New Ad Campaign — ‘It’s Life Care’

Campaign Starts Airing Today and Highlights the Coverage, Benefits and Affordability Available Through Covered California

SACRAMENTO, Calif. — Covered California’s new ad campaign begins airing statewide today, in a variety of languages, to promote the open-enrollment period that started Sunday. The ads promote the value of health insurance and aim to motivate uninsured Californians to enroll in health insurance through Covered California. 
The ads are part of a $29 million campaign and will air in English, Spanish, Mandarin, Cantonese, Korean and Vietnamese. The campaign also includes radio, print, out-of-home, direct mail, digital and social ads for English-speaking Californians, as well as targeted efforts for the African-American; lesbian, gay, bisexual and transgender; Spanish-speaking; and Asian-speaking communities.

“Reaching California’s diverse population is critical,” said Covered California Executive Director Peter V. Lee. “This year we are spending more than we ever have on a monthly basis to promote coverage and enrollment.”

The campaign features new messages with the tag line “It’s not just health care — it’s life care.”

Life is unpredictable, and getting covered is more than just health care — it is life care. Covered California will be there for you through all of life’s ups and downs,” Lee said. “What’s predictable is that millions of Californians now have financial help to bring health care within reach.”

The first ad, “Moments,” uses a high-speed camera that sweeps through a scene in three seconds to capture moments within the lives of everyday Californians. Additional ads will highlight the fact that four out of five who enrolled through Covered California received financial assistance to help pay for their health insurance and that dental coverage is now available for adults through Covered California.

In addition to the English and Spanish ads that were first unveiled on Friday, Covered California released new Mandarin and Cantonese ads today. All of the ads can be found online at

The ad campaign also coincides with Covered California’s “Spotlight on Coverage” tour that is currently underway to promote open enrollment. Details of the tour can be found at

Covered California’s third open-enrollment period is aimed at reducing the number of uninsured in California. An estimated 2.2 million uninsured Californians are eligible to get financial help to make their insurance affordable by enrolling in Covered California or Medi-Cal. 

Those who need insurance can go to to learn about their options and to find locations in their community where they can get free, confidential help to enroll, or they can get help enrolling over the phone. Open enrollment runs through Jan. 31.

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. 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 about Covered California, please visit