Health Net Goes Multilingual

Client Branches Out to Reach More People
LOS ANGELES–As open enrollment season for health plans gets under way, Health Net is launching a multilanguage campaign to attract new members.
The $3 million, 10-week campaign includes Spanish language ads for the Los Angeles market and Cantonese and Tagalog language ads for the Bay Area. An English language component runs statewide.
“Recognizing and reaching [the diverse California] audience is key to acquiring and retaining members,” said Teri LeVine, vice president of marketing communications at Health Net, Woodland Hills, Calif.
The campaign consists of radio spots, newspaper ads and a single TV spot dubbed into each language. As a whole, it provides a way to “speak with one voice to the diverse California population,” said Rob Tuffly, Health Net’s copy director.
The company plans to air the spot on network TV and on Spanish-language channels.
Imada Wong Communications Group, San Francisco, handled creative for the Asian-language markets; Acento Advertising, Los Angeles, developed the Spanish-language creative. Western Initiative Media, Los Angeles, placed the media.