California Tobacco Control Alliance
ISSUES MANAGEMENT EXPERTISE
California Tobacco Control Alliance
CHALLENGE
California’s Anti-Smoking Success Overshadows Need for Insurers to Pay for Cessation Treatment
California’s public health efforts have contributed to one of the lowest smoking rates in the nation. Not surprisingly, research showed Californians were unaware that smoking still accounted for $8.5 B in costs impacting employers and taxpayers. The California Tobacco Control Alliance enlisted Perry Communications Group to build support for standard health insurance coverage of smoking cessation treatment.
SOLUTION
Promote the Economic Benefits to All Californians When Health Insurance Pays for Smoking Cessation Treatments
Perry Communications Group created a short-term campaign targeting employers, state regulators and elected officials. A creative theme – “No Butts About It” – was developed to break down misperceptions associated with guaranteed insurance coverage. Employer communications included a direct mailer, personal outreach to HR executives, targeted ad placements and earned media in major market business journals and trade press. In addition, informational meetings were organized with the Department of Managed Health Care (DMHC) followed by a series of letters urging regulator action. An issues ad in The Sacramento Bee and resource packet were designed to reach state legislators. Finally, a five-foot letter signed by more than 600 endorsing organizations was mailed to major California health plans inside mailing tubes designed to look like cigarettes.
RESULT
Stakeholders Take Note of Tobacco’s Drain on the Bottom Line; Stage Set for Legislative Remedy
- CalPERS reviewed its benefit provisions for smoking cessation and presented the Alliance’s model benefit to its Board for consideration.
- Three million media impressions were garnered representing on-strategy, targeted messaging that appeared in state and national business publications.
- Press coverage included public comments from notable third parties including the DMHC, the Pacific Business Group on Health and the California Small Business Association endorsing cessation coverage.
- The stakeholder outreach plan mobilized broad support, which helped to advance insurance mandate legislation in 2005.
