Covered California is supporting the new special-enrollment period by taking the unprecedented action of treating the months of April through June as if it were its annual open-enrollment period. This includes launching a new ad campaign that starts today (see examples at right). The exchange plans to spend up to $30 million on television, radio and print ads throughout the state through June. The campaign will reach every community, with an emphasis on Hispanic, Asian, and African American media outlets, which represent the groups hit hardest by the pandemic and recession.
“We know that California’s low-income communities — including Latino, Black and Pacific Islander — are the backbone of our state’s essential workforce,” said Jeffrey Reynoso, executive director of the Latino Coalition for a Healthy California. “They have suffered the most during the pandemic and recession, and this new law will make health care coverage more affordable and help them save money in the process.”