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CMS Launches ‘Summer Sprint to Coverage’ Campaign

Five months after opening a special enrollment period for via, two million more Americans signed up for health insurance. In mid-July, The Biden-Harris Administration launched “Summer Sprint to Coverage” for the final 30 days before special enrollment closes. The Centers for Medicare & Medicaid Services (CMS) will run a series of testimonial ads during prime-time television, featuring real individuals (Dorothy from Charlotte, NC; Darrell & Erica from Duluth, GA; and Jeremy from Houston, TX) who were able to sign up for zero-cost or low-cost health insurance. Television commercials, in both English and Spanish, will air during high-profile sporting events, such as the Olympics. Digital and social media ads, and other educational materials available in multiple languages, were created to “[increase] outreach directed to underserved and minority populations” and populations with high uninsured rates, stated the news release on U.S. Department of Health & Human Services’ website. Community outreaches are being employed, too, by partnering “with Navigators, licensed agents and trusted messengers. Additionally, CMS has created a 30-day toolkit for partners to amplify the message of coverage options available during the SEP and the importance of signing up before the August 15 deadline.”

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