To target California's diverse market, Health Net recently launched a major advertising campaign available in four languages: English, Spanish, Cantonese and Tagalog. It is believed to be the first advertising effort by a health plan to communicate in so many languages.
The $3 million campaign supports Health Net's branding and marketing efforts during the mid-September to mid-November open enrollment season, when most HMO members select their health plan for the coming year. The 10-week effort includes:
- TV and radio ads in Spanish for the Los Angeles market;
- TV, radio and newspaper ads in Cantonese for the San Francisco Bay area;
- TV and newspaper ads in Tagalog for the San Francisco market; and
- the English component of the campaign runs statewide.
Imada Wong Communications Group in San Francisco and Acento Advertising in Los Angeles contributed to the creative direction for the Asian and Hispanic markets, respectively.
(Health Net, Brad Kieffer, 818/676-6833)