PR News 2016 Diversity in PR Awards: Organization

Winner: Covered California

Since its creation in 2011, Covered California has worked to meet the challenge of reaching a diverse market of millions of uninsured Californians eligible for coverage as a result of the Affordable Care Act.

Working in partnership with Ogilvy Public Relations, Covered California’s earned, paid and owned efforts have been specifically designed to reach multicultural and multilingual audiences in the languages and forms that best resonate with them. At every turn, leaders of Covered California celebrate the rich diversity of California, and they reach out to and tailor materials for diverse audiences and accommodate media in a variety of languages.

In November 2015, Covered California embarked on 10-day, 42-stop “Spotlight on Coverage” bus tour to raise awareness among eligible Californians — regardless of language or culture — about the availability of affordable health coverage. The bus traveled to storefronts where consumers could receive assistance to enroll in English, Spanish, Chinese, Vietnamese, Korean, Punjabi and Hindi.

Stops included Salud Para La Gente in Watsonville, La Familia Counseling Center in Sacramento, Trung Tran Insurance Agency in San Jose, the Riverside County Black Chamber of Commerce, Kenny Chang Insurance Agency in Hacienda Heights and Jagdeep Singh Insurance Agency in Fresno.

Covered California pitched and met demand for media interviews with speakers skilled at in-language and in-culture communication and generated national, statewide and local coverage from more than 90 print, broadcast and online outlets, including Univision, Telemundo, The Philippine News, La Opinión, Vida en el Valle, Azteca-America, Despierta San Diego, UniRadio, Foro Latino, La Prensa, El Sol de Salinas, SacLatino magazine, The Sentinel, Chinese Daily USA, Chinese Daily, The China Press, Sing Tao Daily, KTSF-TV, Korean Sunday News, Truyen Hinh Cali Today, Viet Bao Online, Little Saigon Radio and Manila Mail. Across all segments, the bus tour generated nearly 36 million impressions nationwide.