Paid advertising for the 2006 Back-to-School Covering Kids & Families Medicaid SCHIP campaign

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.Over the past six years, the Covering Kids & Families Back-to-School (BTS) Campaign has achieved noteworthy results, including widespread media coverage, more than 10,000 local outreach activities in all 50 states and the District of Columbia to encourage parents to enroll their eligible children in Medicaid or the State Children's Health Insurance Program (SCHIP), and a marked increase to the federal 1(877) KIDS-NOW hotline by parents to begin the enrollment process. Evaluation has shown that when the campaign has included paid advertising, the increase in call volume has been many times greater than the increase yielded by other types of promotion. While the campaign has achieved great strides, there is still a need to prompt parents to call about enrollment. Despite the decrease in the overall numbers of uninsured children, many eligible children have yet to enroll in Medicaid and SCHIP, and many working parents are not aware that their children are eligible. Furthermore, as the SCHIP reauthorization draws close, it is more important than ever to build opinion leader support for public coverage programs. This grant provides support for the development of paid advertising and procurement of ad space for the BTS campaign with the goal of prompting more parents to call the federal 1(877) KIDS-NOW hotline. In addition, a post-BTS print ad will inform opinion elites about the value of SCHIP. The grant will support the Foundation's Coverage Team's strategy to "max out" public coverage programs by helping to increase the number of uninsured children enrolled in health coverage programs. The grant will also support the strategic objective of achieving coverage for all in the United States by 2010, as well as increase opinion leader support for that objective.

Grant Details

Amount Awarded $2,100,000.00

Awarded on: 8/1/2006

Time frame: 8/1/2006 - 11/30/2006

Grant Number: 57841



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Washington, 20007-3603


Alison Betty
Project Director