Strategy: Using earned media to educate Latinos about their health coverage options
Where and when it was used: Texas’ Univision stations in December 2013 and March 2014
Notable metrics: Texas’ Univision stations aired each show twice during weekend programming
Conexión Texas is a 30-minute weekend TV show that is produced by the Univision-Houston station and airs statewide. Enroll America co-hosted and helped produce two Conexión Texas shows that aired mid-December 2013 and mid-March 2014. The goal was to raise awareness among the Texas Latino community about new health coverage options, including the availability of financial help and the locations of Spanish-speaking enrollment assisters. The broadcasts helped clear up the myths and truths of “Obamacare” and highlighted the important enrollment deadlines. These shows also featured uninsured Latinos in Austin, San Antonio, Dallas and Houston who were willing to share their story about getting covered. This platform helped our efforts in Texas; some of the Univision stations have the highest viewer ratings in their market (regardless of language), and we know that Latino media can act as a trusted messenger for the Latino community.
Best practices to replicate:
- Develop and maintain close relationships not only with the reporters but the decision makers at the station (e.g., Executive Producer, News Director, etc.)
- Provide concrete, newsworthy examples to producers, and when possible, connect them to people in the community for interviews
- Include partner organizations when appropriate to ensure the community voice is represented (e.g., community health centers, other local non-profits with a specific focus on young adults, mothers, or immigrants)
For more ideas on how to take your outreach and enrollment efforts to the next level in the coming months, register today for our national conference, State of Enrollment: Getting America Covered, in Washington, D.C., June 16-18.