“What is Medi-Cal?”
California Hospital Association
California Hospital Association is the state leader representing the interests of California hospitals and health systems. It’s one of the largest hospital trade associations in America.
Medi-Cal is health care coverage that serves low-income individuals, families, seniors, persons with disabilities, children in foster care, and pregnant women - but many Californians lack awareness and understanding of the valuable program.
We needed to close that gap.
Awards
2017 Webby Official Honoree "Online Film & Video - Public Service and Activism Category"
An integrated campaign introduced audiences to Medi-Cal, generated affinity for it, and then motivated them to sign up or sign a pledge to support Medi-Cal.
Web experience
To make healthcare policy more than numbers and jargon, we needed to give it a human face. The web experience’s success depended on making people care about the humans at the center.
To make this feel real, the stories of real Californians were re-created in a series of human-centered stories and content.
To ensure that identities were protected, I abstracted the visual systems and script, and their stories were brought to life in an interactive mix of copy, cinemagraphs, illustrations, data visualizations, animations and interactive web design. View the site here.
“What is Medi-Cal?”
promotional campaign
Our promotional campaign used a mix of animated videos, social cards, and paid media promotion to bridge the gap between education and advocacy.
Our strategic goal was to use the voice of a trusted peer to educate audience targets about to what Medi-Cal is, who it helps, and inspire our CHA community to be more involved in health care advocacy.
The series began with a research phase, learning the true stories of Medi-Cal patients. The stories of real Californians were re-imagined in animation. Creative included the design of visual systems were built on existing brand content, but evolved it to be authentic to the true stories.
The team
Creative Director, Writer, Video Co-Director: Jessica Lacombe
Product Design: Alejandro Salinas
Animation, Illustration and Video Co-Director: Andy Zimbelman & The Foreign Correspondents' Club
Sound Design: Chris Grehan
Other CHA work
Datagram campaign
Data is important, but modern audiences need more than disengaged statistics.
In this ongoing content series for Our Health California, we transformed raw data into short, colorful, on-brand videos that were easily sharable on OHC's social channels.
Not only that, these "datagrams" were created for native distribution on Instagram and Facebook, and offer a way to directly interact with CHA's target audience’s, enhance brand value and cache, and to compel viewers to click-through to the OHC site to learn more about each issue we are featuring.
Creative Director, Writer, Sound Design: Jessica Lacombe
Animator: Jen Epstein