New BWA Ad Campaign Bares All to Promote Medi-Cal Coverage

BWA, in partnership with the Alameda County Social Services Agency, has launched a new ad campaign to encourage eligible residents of Alameda County to enroll in Medi-Cal, California's Medicaid health insurance program for low-income people. Thousands of county residents are eligible for the program, but not enrolled. As a result, many are not receiving routine preventive medical care. This can lead to more serious health concerns and higher costs for their care down the road. The eyebrow-raising Cover Your Family ads feature minimally clad families including parents, grandparents and children, covering themselves with signs touting the need for medical insurance. The campaign will run in English and Spanish on billboards, buses, transit shelters and convenience stores in Alameda County through April 2013.