The Washington Health Benefit Exchange started airing a new ad this week on radio stations aimed at a largely African-American audience.
The ad began airing Tuesday in Seattle on KRIZ 1420 AM, KZIZ 1560 AM and KYIZ 1620 AM (known as The Z Twins), and on KBMS 1480 AM, which broadcasts from Vancouver, Wash.
All four stations are owned by the Seattle Medium Newspaper Group, which also publishes The Seattle Medium, the largest African-American owned and operated newspaper in the Pacific Northwest.
The 60-second spot, called “New Way,” features the voice of Daphne Pie, manager of access and public outreach programs for Public Health – Seattle & King County.
Pie is leading King County’s efforts to enroll uninsured residents in health-care coverage through Washington Healthplanfinder, the state’s health-insurance exchange that opens for enrollment Oct. 1.In the ad, Pie tells listeners that Washington Healthplanfinder offers “new plans with new benefits and an easier to way to find the right option for you and your family.” The script includes information about the Healthplanfinder website and the toll-free number that people can call for assistance.
King County considers reaching those in the African-American community a priority. While 12 percent of whites are uninsured in King County, 27 percent of the county’s African Americans are uninsured.
Pie told faith leaders in the African-American community last week that the county’s outreach and enrollment efforts will focus on reaching high numbers of uninsured people where they live.
“People shouldn’t have to find us, we should find them,” she said.
The “New Way” spot and other ads in the advertising campaign are on the Washington Health Benefit Exchange’s website.