Children's Health-CHIP [Children's Health Insurance Program] Media Outreach [2]
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OCR Page 1 of 69Todd Askew <taskew @ aap.org >
10/08/98 09:58:52 AM
Record Type:
Record
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Subject: FYI
Thursday, October 8, 1998
Children's Health
HCFA, AHA Joins D.C. Television Station
To Launch Advertisement Campaign for CHIP
The Health Care Financing Administration joined forces with American Hospital Association, March
of
Dimes, and a Washington, D.C., television station to launch a prime-time advertising campaign for
Maryland's and the District of Columbia's State Children's Health Insurance Program (CHIP).
Michael M. Hash, a HCFA deputy administrator, said Oct. 7 that the Washington, D.C., area
advertising
campaign is the first of several campaigns that will attempt to reach children eligible for CHIP. CHIP
television advertisement campaigns are expected to run in Alabama, Arizona, Michigan, New
Jersey,
Ohio, and Oklahoma, Hash reported.
The ads, which will run during October and November, urge families in the District and Maryland to
call a
special toll-free number to explore coverage options for their children. The station will air the
advertisements around popular programs such as Oprah, ABC Nightline, and Wheel of Fortune.
The ads will air on WJLA, an ABC-affiliate serving the Washington, D.C., area.
Although the television advertisements are aimed at potential CHIP beneficiaries in the District and
Maryland, the advertisements will be seen by those living in Northern Virginia, the HCFA official
acknowledged. The HCFA official said that Virginia's CHIP proposal has been submitted to the
agency
and is in the final stages of approval.
Since the advertisements will reach potential recipients in two states and the District, the
differences
among the three CHIP programs could be highlighted. The HCFA official acknowledged that,
although the
CHIP statute intended to give states flexibility to design their own programs, dealing with
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