Reaching the Heart of California
We worked with The California Endowmanet to launch a high-impact awareness campaign to elevate understanding of Medi-Cal’s vital role across California’s Central Valley—an area where over half the population depends on the program for essential healthcare.
Assignment:
Develop and execute a bilingual, multi-platform campaign—spanning both Out-of-Home (OOH) and digital—to ensure underserved and hard-to-reach communities recognize that Medi-Cal supports over 50% of Californians.
Reaching Californians Where They Are
We deployed a layered media strategy to meet residents where they live, work, and engage daily:
OOH Execution:
Over 50 large-format billboards and wallscapes placed in high-density corridors throughout the Central Valley.
Digital Activation:
Targeted placements across YouTube, Meta (Facebook/Instagram), and streaming audio platforms. Creative focused on reinforcing the campaign’s core message: “Medi-Cal Protects Over 50% of California.”
The integrated effort not only raised awareness—it reaffirmed trust in a critical health resource for millions of Californians. The campaign stands as a model for how strategic media deployment can bridge health equity gaps across vulnerable regions.
8M
Unique Californians Reached
65
OOH Placements
201M
OOH Impressions
201M
OOH Impressions
65
OOH Placements
8M
Unique Californians Reached