While state health insurance exchanges continue to struggle amid political wrangling and reduced funding, some are signing new sponsorships to spread the word that coverage is within reach for those without insurance.

Deals range from pro sports teams to music festivals and community events.

Following on the heels of DC Health Link’s partnership with D.C. United and Washington Healthplanfinder’s sponsorship of the Sasquatch! music festival, Kentucky has partnered with next month’s Forecastle music festival on behalf of the Kynect health insurance exchange. 

Insurance exchanges use sponsorship for one primary objective: educate the uninsured about health insurance options. That includes promoting the November-through-February open enrollment period and life changes (marriage, having a baby, etc.) that allow consumers to sign up outside open enrollment.

One particular focus: African Americans and other ethnic groups. Covered California in March issued an RFP for a new marketing agency charged with reaching African Americans, Latinos, Asians and Pacific Islanders.

Ogilvy Public Relations won the three-year, $150 million marketing contract. The contract includes funding to purchase statewide television, radio, print, digital and outdoor advertising.

Kynecting With Consumers In Kentucky
Kentucky aligned with Forecastle to engage healthy millennials.

“Like other state health exchanges, one of the target demographics kynect defined early on was “Invincibles,” generally healthy young adults in the 18-to-34 age range who may not be convinced that they need health insurance,” said Gwenda Bond, assistant communications director with the Kentucky Cabinet for Health and Family Services.

More than half of the festival’s 60,000 attendees are from Kentucky, with roughly 60 percent between the ages of 18 and 34, she said.

Kynect will activate the sponsorship with the Kynect All-Access Lounge. The lounge will be staffed by 18-to-34-year-old “Kynectors.”

“The Kynectors will be able to explain insurance options and answer questions for individuals while they take advantage of a mobile charging station, pick up needed items like first-aid supplies, sunscreen or hand sanitizer, or play a game we’ve designed that explains the cost of common health issues without insurance.”

Kynect also will sponsor hydration station locations throughout the festival grounds.

“Our goal is to reach this key population with the message that there are affordable health insurance options available for them through kynect, whether they qualify for Medicaid or a subsidy to purchase a private health plan.”

State Health Insurance Exchanges