The immense public-education effort -- comprised of television, radio, digital, social media and an updated website -- will endeavor to saturate the homes, workplaces and street corners of nearly 40 million residents to change lifestyles and health-care habits.
"The ads will explain that Californians will get access to low-cost or no-cost insurance and will benefit from new rules that allow everyone to have coverage," said Covered California Executive Director Peter V. Lee. "This will mean peace of mind for many Californians who have either been putting off medical care or going into debt because of health care costs."
All Americans will have to carry health insurance or pay a penalty under the new law.
Other states have already introduced elaborate marketing campaigns to promote their insurance marketplaces to consumers. California, which originally planned to launch its campaign in July, opted to delay the push until closer to the launch date.
Versions of the marketing on display here will begin rolling into test markets in the coming days.
Here are two ads released today, the first in English and the second in Spanish:
PHOTO: A frame from the Spanish-language television ad run by Covered California.