President Barack Obama commended California for leading the way on health care reform by recognizing an innovative partnership between The California Endowment, Covered California, and Latino news giants Univision, Telemundo, and impreMedia. The partnership is the first of its kind in working collectively to educate Latinos about the Patient Protection and Affordable Care Act and drive them to enroll in health insurance.

“These leaders from California’s government, the California Endowment, and major Spanish language media outlets have joined together to help implement the Affordable Care Act here in California and to educate folks about how to sign up and shop for quality, affordable plans.  And their efforts have already shown some excellent results in the biggest insurance market in the country,” said President Obama.

The partners—from philanthropy, government and media—recognized the opportunity to join forces and target the largest uninsured group in California—Latinos.  Latinos comprise only 38 percent of California’s overall population, yet they make up more than 61 percent of the state’s uninsured population. More than half of uninsured Latinos speak Spanish at home. Together, the partners will reach nearly all of the state’s 15 million Latinos.

The dynamic forces involved in this partnership are unparalleled,” said Monica Lozano, CEO of impreMedia. “By strategically designing the campaign to reach Latinos, we  knew  that this would be a comprehensive public service effort, combining the knowledge base and practical expertise of  the public entities and our trusted voices and reach in television, print, radio, and online.”

“Working with Latino media partners over the last two years has helped us move the needle tremendously in educating Latinos and others about the Affordable Care Act,” said Robert K. Ross, M.D., President and CEO of The California Endowment. “However, we now need that same group to activate and enroll so that they can experience the benefits of the health law firsthand. Thanks to the engagement of Monica Lozano and other media leaders, we’ll achieve that.”

“Covered California recognizes that a significant component of its success rests on partnerships that reach Latino communities with a motivating message to enroll in Covered California health plans. The partnership with The California Endowment and Spanish language media is a perfect fit,” said Peter V. Lee, Executive Director of Covered California.

The partnership will utilize a multimedia approach that engages Latinos through print, television, radio, and the web, especially social media. The effort is an integral part of a multi-year outreach and enrollment campaign known as Asegúrate, or “Get Covered”, which utilizes tested messages and trusted news figures to deliver key information.

“As an important news source for the U.S. Latino community, Univision News is proud to partner with Covered California and The California Endowment to provide our audiences with the facts and tools they need to gain a better understanding of the new healthcare law before some of its most important provisions come into effect,” said Isaac Lee, President of Univision News. “This multifaceted campaign is one more instance of Univision’s unwavering commitment to informing and empowering U.S. Latinos.”

“Serving the Latino population is and continues to be the top priority for the Telemundo Stations. With over 4.5 million uninsured Latinos in California, educating our viewers on new access to health care options is a key component of our mission,” said Manuel Abud, President of the Telemundo Station Group. “We want our viewers to not only understand the law, but be able to actively make the best healthcare choice for their families, taking full advantage of accessible benefits that will ultimately improve their quality of life.”

Starting in the fall, Covered California will begin early enrollment through its online marketplace and will allow Californians to compare and select health insurance that best fits their needs, as well as determine if they are eligible for financial assistance to make coverage more affordable. Pending Governor Edmund G. Brown Jr.’s action, this partnership will also work to enroll Medi-Cal beneficiaries who fall under the expansion.

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