Media outreach and enrollment assistance for RWJF's Back-to-School Covering Kids & Families program Medicaid SCHIP campaign - 2006

The Foundation's program, Covering Kids and Families, was designed to increase the number of eligible children and adults who are benefiting from federal and state health care coverage programs.At the core of the Covering Kids & Families (CKF) Back-to-School (BTS) campaign has been a vast network of strong, diverse coalitions in all 50 states and the District of Columbia that are working to enroll eligible children in Medicaid and/or the State Children's Health Insurance Program (SCHIP). As CKF grants have begun to phase out, it is critical to maintain grassroots activity to continue to increase awareness of free or low-cost health coverage programs and to enroll eligible but uninsured children through activities such as BTS. An investment in target markets will help ensure continued outreach and recognition of CKF grantees. In addition, a multicity launch will give the campaign a national feel that will generate both momentum around and coverage of the BTS efforts. This program contract supports these efforts by offering assistance to local CKF coalitions and creating a consistent message through events across the country during BTS by providing stipends to target market coalitions. The eight target markets are: Las Vegas, Nevada; Houston, Texas; Phoenix, Arizona; Des Moines, Iowa; Helena, Montana; Seattle, Washington; Milwaukee, Wisconsin; and Indianapolis, Indiana. The selection criteria for the target markets are accessibility of the state Medicaid program and/or SCHIP, presence of a strong grantee or coalition with an interest in doing large-scale organizing around the BTS campaign, large numbers of eligible uninsured children, ability to track calls to the 1(877) KIDS-NOW hotline within the market and the presence of a major league soccer team.

Grant Details

Amount Awarded $175,000.00

Awarded on: 7/26/2006

Time frame: 7/10/2006 - 6/30/2007

Grant Number: 58310



3050 K Street, N.W., Suite 100
Washington, 20007-3603


Alison Betty
Project Director