Covered California has 240 million dollars to get the word out about the state’s new coverage options under the Affordable Care Act.
About a third of that will buy TV commercials, radio and digital media advertisements. Enrollment counselors and community-based educators will be involved too.
Dana Howard of Covered California says young people will be one target of their outreach efforts.
“It is essential that young healthy people be a part of the risk pool for insurance, that’s not to say that we don’t want to see sick people. We do want to see sick people. But as part of a healthy risk pool, you have to have a wide diversity,” says Howard.
The marketing and outreach efforts are paid for by a one-time federal grant.
TV ads start up in some areas in September. Open enrollment starts October first, for coverage beginning in January.