Background:
The Community Programs and Policy Initiatives Branch (CPPI) is charged with creating outreach and advertising campaigns for the California Department of Insurance (CDI), including the following program: California Low Cost Automobile Insurance Program (CLCA) California law requires that all drivers maintain proof of financial responsibility (e.g. auto insurance). The Department of Motor Vehicles requires that car owners provide proof of auto liability insurance in order to register their car. Approximately 15 percent of all cars on California’s roads are uninsured. The State of California has developed the California Low Cost Automobile (CLCA) Insurance Program to provide income eligible, good drivers with access to affordable automobile liability insurance. Since the Program’s inception, more than 120,000 people have received insurance through the program. Currently more than 15,000 are enrolled in the program. It is a priority of the California Department of Insurance (CDI) to dramatically increase the number of motorists covered under the program. The policies are sold by licensed insurance agents or brokers (called “Producers”) and issued by California licensed insurance companies. The application process, and the assignment of applications to insurance companies, is managed by the California Automobile Assigned Risk Plan (CAARP). To be eligible, applicants must meet the following requirements:- At least 19 years of age, as of February 1, 2018, be at least 16 years of age
- Own a vehicle valued at $25,000 or less
- Have a good driving record
- All cars in a household need to be insured through this program
- Meet income eligibility requirements (see www.mylowcostauto.com for current income levels)
Scope of Work:
Description of Services/Project Tasks- Partnerships with Community Based Organizations
- Advertising Production & Media
- Online advertising to those seeking insurance or smog check or DMV auto registration services
- Ethnic print/radio/TV
- English language billboards/radio/TV Target populations include the following:
- Income eligible Californians actively shopping for auto insurance or near the date of automobile registration renewal
- Latinos
- Seniors
- Uninsured drivers
- Low-income communities and diverse communities
- Communities poorly served by public transit
- Present a sample of proposed advertising material in English and Spanish and other relevant languages
- Provide detail about creative subcontractors to be used during the campaign
- Use of a theme/logo providing a consistent look to all program/media materials. Current materials should be considered with further consideration for possible updating
- Graphic design and layout
- Printing/production of materials
- Language translations
- Bulk distribution of materials, postage, shipping and handling
- Website and Social Media
- Reports
- a) Bi-Weekly Report
- b) Yearly Comprehensive Report
- c) Annual Report to the Legislature
