Cal Optima Kids

Feeling Great About Healthy Kids

Cal Optima Kids

Under the California Healthy Families Program, CalOptima Kids provides health care to children of working parents who don't qualify for Medi-Cal and don't have health insurance. The CalOptima Kids program is a low cost insurance product that is made to be very affordable for these families, in the Orange County, CA area. The Identity Group was asked to build a campaign to capture the attention and motivate parents to purchase the plan and stick with it. We built on a concept of family pride. Of course parents want their children to be happy and to succeed in life. The IDG theme for this campaign was based on the belief that "Healthy Kids: Achieve, Try Harder, Take on More Challenges." This was supported with colorful, yet simple graphics of happy kids trying their best. We utilized multi-lingual flyers in the PennySaver, print ads, transit ads and bus shelters that did a great job in reaching our target audience.