CHA News Article

Covered California Announces Roll-Out of Asian-Language Advertising

Covered California has announced the roll-out of its marketing campaign to reach Asian-language consumers statewide. The campaign is designed to get information about the new health insurance marketplace to Asians in their specific languages, using a wide range of media, and will complement Covered California’s general advertising campaign that is already serving English-speaking Asian communities. According to Covered California projections, Asians make up 14 percent of Californians eligible for federal subsidies when signing up for health care coverage that begins Jan. 1, 2014. According to census data, half of Asians in Californian speak limited English, prompting a need to communicate with them in their individual languages. 

Key markets for Covered California’s Asian-language advertising are Los Angeles, the San Francisco Bay Area, Sacramento, San Diego and Fresno. Asian TV spots began last week in multiple languages, including Cantonese, Mandarin, Korean, Vietnamese and Tagalog. Covered California reports that, while some radio stations began to run ads about the state health benefit exchange in various Asian languages on Oct. 1, a heightened campaign is now underway with additional radio spots in Khmer and Lao. The Asian language advertisements will be on billboards and transit shelters in early November, along with posters in key community gathering places. Chinese online ads have been in the market since September, but Covered California is expanding those efforts to include Korean, Vietnamese, Filipino, Hmong, Lao and Khmer. Print ads in Asian languages began earlier this month, in traditional and simplified Chinese, Korean, and Vietnamese. Covered California reports that more print advertising is planned to begin in early November for Filipinos, including Tagalog, English or a combination.

To view television ads in a variety of Asian languages, visit