Covered California Attempts to Boost Latino Enrollment

With six weeks to the end of open enrollment on March 31, Covered California has a grassroots outreach campaign in major Latino communities. Since December, the exchange has nearly doubled its advertising campaign targeting Spanish- and English-speaking Latinos; improved its Spanish-language website and informational materials; and increased the number of bilingual certified enrollment counselors and service center representatives. The grassroots outreach campaign targets Los Angeles (the San Gabriel Valley, the San Fernando Valley and South Los Angeles), the Inland Empire (San Bernardino and Riverside counties), and the Central
Valley and the San Joaquin Valley (Stockton/Modesto and Fresno/Bakersfield).

This approach will coordinate outreach and education grantees, certified enrollment entities and certified enrollment counselors, certified insurance agents, county human services offices, elected officials, health care providers, nonprofit organizations and health insurance companies to jointly meet the health coverage needs of the local community.

Messages will encourage people to seek help through thousands of local enrollment counselors and agents who can help them confidentially and at no cost. To date, there are 4,180 Spanish-speaking certified enrollment counselors and certified insurance agents available throughout California. Partnerships are also being developed with Southern California Latino supermarkets to host enrollment events in stores and to include Covered California information in their weekly advertising circulars.

Covered California will  spend $8.2 million in Spanish-language media from January to March 2014, an increase of 73% from the October-December 2013 media spend. A new advertising campaign highlights Covered California Latino enrollees who describe how getting coverage through Covered California has affected them.

Covered California has been airing radio advertisements offering consumers no-cost, private, one-on-one consultations with qualified representatives who will answer questions from consumers and help them enroll in quality, affordable health insurance.
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Last Updated 12/01/2021

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