Over 4 years, OE campaigns boosted enrollment by 58%, yet a large gap of Californians remained uninsured. For Open Enrollment 2025, we conducted in-depth interviews that surfaced raw emotions, ingrained perceptions, daily struggles, and other key insights. These sensitive anecdotes, as well as the insight that dialogue around complex topics like health insurance is reserved for trusted friends and colleagues, directly inspired "Healthy Conversations." We were thrilled to talk about health insurance the way regular people do, addressing the challenges and frustrations plainly, and finding some humor and encouragement in it all. And we even had these conversations in six different languages: English, Spanish, Mandarin, Cantonese, Korean, and Vietnamese. Directed by the brilliant and beloved Joe Talbot and shot by legendary Cinematographer Mihai Mălaimare, our stunning campaign ran on broadcast, connected TV, digital, and social, as well as terrestrial radio and digital audio.