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Indiana To Launch Ad Campaign To Boost HIP 2.0 Enrollment

By Alexander McCall

Posted June 11, 2015

The next time you turn on the TV or flip on your radio, it's possible you'll hear someone talking up the state's modified Medicaid program, HIP 2.0.

The federal government approved HIP 2.0 in January, and in the six months that have passed, the state has enrolled more than 283,000 Hoosiers seeking health coverage.

The program, targeted at low-income residents, is already being considered a success by many, but high initial enrollment numbers aren't stopping state officials from trying to reach more people.

Now, in hopes of boosting the program's reach, the state is launching an advertising campaign encompassing radio, TV, print and billboards, starting June 15. The radio ads will air in both English and Spanish.

Indiana is investing somewhere between $1.1 million and $1.2 million into the push, and it will receive federal matching funds.

Here's a peek at what one of those TV ads looks like:

The campaign is expected to focus on preventive health care, which, the Associated Press reports, includes services sometimes overlooked by those without health insurance-treatments such as cancer screenings and dental check-ups.

In a statement, Gov. Mike Pence called the campaign an effort to "reach low-income Hoosiers and ensure they have the information necessary to take charge of their health and lead healthier lives."

The state has previously projected a total enrollment of 350,000 people in HIP 2.0 by the end of the year. By the end of 2017, officials estimate it will reach 544,000.

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