Biden’s HHS commits another $50M to ad campaign touting expanded health care coverage

President Biden’s Health and Human Services Department (HHS) committed another $50 million to an ad campaign that starts this week and touts expanded health care coverage under the American Rescue Plan. 

The department on Wednesday released a new ad titled “You CAN Do This” targeting those who can now afford health care after the COVID-19 relief package expanded access to 1.3 million additional people. 

The additional $50 million for this ad campaign will add to the original $50 million that the Centers for Medicare & Medicaid Services (CMS) pledged in February. 

The campaign will extend across TV, digital, email, radio and streaming networks, such as Hulu, specifically targeting those who are uninsured, those who have lost coverage, Spanish-speaking individuals and demographic groups that historically have had less access to health insurance.  

“From doctor visits to preventive services to prescription drugs, these are quality plans,” the ad’s narrator said. “You can do this. You can have coverage as soon as May 1 if you sign up at HealthCare.gov.”

The campaign will occur alongside a full court press involving trusted messengers, other government agencies, events and connections with hardest-hit communities. Those who previously interacted with HealthCare.gov will also be contacted with reminders to complete or update their applications for health care.

The American Rescue Plan makes additional financial subsidies available for those enrolled in the Affordable Care Act (ACA) to pay for premiums and expects to decrease premiums for millions of ACA enrollees. The legislation, along with access to the Special Enrollment Period until Aug. 15, intends to boost access to insurance plans. 

Under the American Rescue Plan, an average of four out of five customers of government health care can buy a plan for $10 or less following premium assistance.

“People deserve the peace of mind that comes from knowing you can take care of your health without going into debt,” HHS Secretary Xavier Becerra said in a statement.

“The Department of Health and Human Services is doubling down on our efforts to ensure consumers, especially those hurting most, are aware that health care coverage is more affordable than ever on HealthCare.gov,” he added.