Washington Healthplanfinder has launched a statewide outreach campaign to encourage Washington residents to sign up or renew their health insurance plan at the organization’s website, wahealthplanfinder.org.

The second open enrollment period for qualified health plans started Nov. 15 and runs through Feb. 15, 2015.

The integrated campaign, which kicked off prior to the start of open enrollment, includes TV, radio, digital, print, and other forms of advertising, as well as grassroots activities, partnerships, and social media outreach.

“It’s critical that we are more targeted with our outreach strategies this year to ensure we are reaching and convincing the state’s remaining uninsured, as well as our current customers, to check out their options,” says Michael Marchand, director of communications for the Washington Health Benefit Exchange. “Our advertising messages were consumer-tested and focus on the cost of going without health coverage, the availability of free in-person help and low-cost health plans.”

The new television ads, which were scheduled to launch this week in all major media markets across the state, will use the theme of “It’s About Time You Got Health Insurance” and depict the lengths people will go to avoid huge medical bills. In the ads, one character tries to diagnose and fix his broken ankle with office supplies while another character treats her off-putting rash with cream cheese and Internet research. 

Washington Healthplanfinder also has launched a partnership with Spanish-language television station Univision that will feature news interviews and public service announcements to highlight free in-person help and local community enrollment events. 

“One of our goals this year is to further drive awareness of the opportunity to enroll in low-cost and free health plans among our harder-to-reach populations across the state,” Marchand says. 

Residents must select and pay for a qualified health plan by 5 p.m. Dec. 23 for coverage that begins on Jan. 1, 2015. Enrollment in Washington Healthplanfinder Business and Washington Apple Health (Medicaid) is year-round. Apple Health customers will receive a notice 60 days before the month they enrolled in or renewed their coverage last year. 

Washington Healthplanfinder is an online marketplace for individuals, families, and small businesses in Washington to compare and enroll in health insurance coverage and gain access to tax credits, reduced cost-sharing, and public programs such as Medicaid. 

The Washington Health Benefit Exchange is a public-private partnership established in accordance with the Patient Protection and Affordable Care Act of 2010 (ACA) to implement a new health insurance marketplace for individuals and small businesses. The Exchange is separate from the state and governed by an independent 11-member board.