Smile, California

RSE collaborated with The Department of Health Care Services (DHCS), Medi-Cal Dental Services Division, in launching Smile, California, a statewide campaign to increase utilization of the Medi-Cal Dental benefit. The campaign aims to bring all of the state’s oral health activites and initiatives under a single campaign that sends a simple and reassuring message to the more than 13 million Californians insured by Medi-Cal:

While Smile, California is not in any way a renaming of the Medi-Cal Dental Program, the intention is to make it synonymous with positive momentum toward higher utilization rates.

The Smile, California campaign framework is comprised of three parts: Awareness, Activation and Access.

The Awareness effort is designed to increase member awareness about Medi-Cal Dental, educate members about their dental benefit and inform them how to use it. We want to remove the mystery around which services are available and the cost associated with those services.
The Activation effort is about equipping and empowering organizations to help members in their community. Smile, California will partner with a wide range of organizations willing to promote the campaign and connect members to providers and services in their area.
The Access effort is a straightforward strategy to increase providers across the state and enable all members to receive care.

This framework allows us to reach Medi-Cal members at every level with accurate information and messaging that will not only educate but also motivate them to act.

The backbone of the entire campaign is the microsite. All campaign efforts will drive members to this user-friendly online resource. Designed to be easy to read and easy to use, is available in English and Spanish. Its simple navigation and clear explanations of covered services by age group were key to its development.