Insurance ads target Asian language community

Covered California, which projects that Asians make up 14 percent of Californians eligible for federal subsidies under the state's new affordable health care coverage, has rolled out an Asian-language advertising campaign across various media platforms.

The state's online health insurance marketplace for the federal Affordable Care Act is targeting the campaign to airwaves, billboards, online channels and print media. Census data show that half of Asians in the state speak limited English, highlighting the need to go beyond a general advertising campaign already serving English-speaking Asian communities, officials said.

“San Francisco is a heavy emphasis because it is a large market,” said Covered California spokesman Dana Howard. “Los Angeles has a large population [of Asians] but San Francisco has a higher concentration.”

Posters at transit shelters and billboards in various Asian languages will appear in early November, along with print ads for Filipinos, including Tagalog, English or a combination.

Last week, Asian TV spots aired in Cantonese, Mandarin, Korean, Vietnamese and Tagalog. Local stations include KTSF, KCNS, ICN and Saigon TV. Earlier this month, print ads in traditional and simplified Chinese, Korean and Vietnamese appeared, and radio spots started Oct. 1 when enrollment opened for health care coverage starting Jan. 1.

Regarding efforts to make the CoveredCA.com website available in Asian languages, Howard said: “There will be, but not at this time.”

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

SF e-scooters burst into flames in Golden Gate Park, ex-contractor reveals

Photographs obtained Wednesday by the San Francisco Examiner show the charred remains of at least two Skip e-scooters

First transitional housing project for homeless transgender residents opens in Chinatown

Project gives gender non-conforming a safe, supportive space to rebuild their lives

SF politico who authored vape ban takes money from JUUL lobbyist, returns it after media call

Supervisor Shamann Walton made national news after he proverbially smoked e-cigarette company… Continue reading

8 months later, SF has yet to put new conservatorship program into effect

Implementation of SB1045 delayed by need for superior court approval

Stories of political struggle on tap for SF Opera’s 98th season

‘Fidelio,’ ‘Handmaid’s Tale,’ ‘Der Zwerg’ come to War Memorial

Most Read