Widespread attitude changes about the need for action to achieve stable and affordable coverage for all Americans could significantly alter the current environment and create opportunities to achieve major coverage solutions. Although the Foundation's past Coverage campaigns have played a crucial role in raising awareness on the issue of the uninsured among opinion leaders and the engaged public, many still do not realize that most uninsured come from working families, nor do they understand how they can take action to address the issue. Paid advertising can inform campaign audiences of how the issue personally affects them, what they can do to make a difference, and prompt them to take action. Post-campaign results from Cover the Uninsured Week (CTUW) 2003 demonstrated that recall of advertising was exceptionally high, as more than six out of ten opinion leaders surveyed in Washington, D.C., and in select communities across the country recalled seeing the CTUW television ad. Those who saw the ads were significantly more likely to remember the campaign's messages and express concern about the issue. This contract supports paid advertising for the Foundation's 2006 Coverage Campaign with the goal of increasing the target audiences' personal concern and action. Market research results will inform these ads by helping reposition campaign messages and prompt citizens and opinion elites to visit www.CoverTheUninsuredWeek.org, where a short menu of action steps will be available.
Amount Awarded $3,000,000.00
Awarded on: 1/31/2006
Time frame: 2/1/2006 - 5/31/2006
Grant Number: 56420