LOS ANGELES: The Henry J. Kaiser Foundation has teamed with CBS and Viacom Outdoor Group for a year-long educational campaign to increase parents' awareness of low-cost healthcare options for children.
There are currently 9 million uninsured children in the US, but only about 5 million are eligible for public healthcare assistance. However, enrolling these children in insurance programs is difficult since their families are often poor or do not speak English, and therefore lack access to information about the programs.
The campaign will feature a series of PSAs with the tagline, "Is your child one of the 5 million? New ads, which will air nationally on CBS, will be produced every four months.
"TV networks don't usually take on issues like children's healthcare insurance in PSA campaigns, pointed out Kaiser Foundation president Drew Altman. "CBS has, and deserves a great deal of credit for it."
The campaign will also feature bus posters and signs donated by Viacom, with the same message appearing in New York City, Philadelphia, and San Francisco. Those ads will be in both English and Spanish.
The campaign seeks to build on existing programs in various states, and provides a toll-free number.
"This is not a stand-alone effort, said Kaiser EVP Diane Rowland. "It will take the cooperation of many organizations to ensure that parents of every eligible child are aware of the coverage options available."