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Section 5. Outreach (Section 2102(c))

Describe the procedures used by the state to accomplish:

Outreach to families of children likely to be eligible for child health assistance or other public or private health coverage to inform them of the availability of the programs, and to assist them in enrolling their children in such a program: (Section 2102(c)(1)) (42CFR 457.90)

The State’s marketing and outreach efforts will be comprised of two components: (1) coordinated marketing outreach in conjunction with other Cover Tennessee initiatives through use of demographically targeted media campaigns and existing information dissemination channels and (2) outreach through partner programs, agencies, and organizations that have contact with families likely to have children eligible for CoverKids.

1) Coordinated Marketing Outreach

As part of a comprehensive approach to marketing and outreach, a statewide media campaign will be conducted. This will happen both in conjunction with other Cover Tennessee initiatives, and in a specific media campaign for CoverKids. Paid media outlets including television, radio, print, internet and outdoor advertising will be evaluated to determine the best mix of media to effectively reach the target audience. The design of the campaign will be demographically targeted to maximize the return for advertising dollars by matching the timing and placement of advertisements to the habits of the target populations. We anticipate production of television and radio spots, as well as outdoor advertising to be run statewide. In addition, collateral pieces such as brochures, posters and other materials that will serve as tools for CoverKids outreach will be developed for widespread dissemination. These materials will be used by communities to reach the target audience. The available information will include an application form for return mailing. All materials will direct readers to a toll free number for further information or questions. In addition, the state will do a kick-off, press event in one or more media markets. The Division of Insurance Administration also will maintain a website with current information regarding the CoverKids program for access by the general public.

2) Outreach through Partner Programs, Agencies, and Organizations

CoverKids will work with a number of partners including schools and day care centers, other government programs, community service organizations, health care providers, professional associations, businesses, and faith-based organizations to publicize the program and encourage enrollment.

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