WHY WAS THIS FUNDED?

The Affordable Care Act (ACA) created Health Insurance Exchanges and requires the federal government to help make sure the public knows about them and how to use them. The Department of Health and Human Services (HHS) funds outreach and education efforts to meet that legal responsibility and boost enrollment in coverage.

WHAT PUBLIC PROBLEM IS IT TRYING TO SOLVE?

Millions of Americans are uninsured or do not know they qualify for low-cost or free health insurance through federal marketplaces. Public education campaigns are intended to close that knowledge gap and help more people get covered.

WHO BENEFITS?

Americans who are uninsured or underinsured benefit by learning about coverage options they may not have known about, particularly lower-income individuals and families who qualify for subsidized plans. Workers in marketing, communications, and media production also benefit from the jobs this contract supports.

WHAT ARE THE RISKS?

A contract of this size carries real risks around oversight, since it can be difficult to measure whether nearly $820 million in advertising actually leads to meaningful increases in enrollment. There is also a risk that a large portion of funds could go toward administrative overhead or vendor profits rather than directly reaching uninsured Americans.

WHAT HAPPENS IF FUNDING IS REMOVED?

Without this contract, the federal government would likely have far fewer resources to advertise Health Insurance Exchange plans, which could result in lower public awareness and reduced enrollment. Some Americans who would have signed up for coverage might remain uninsured as a result.

ARGUMENTS FOR

• •Informing people about available health insurance options is a core government responsibility under the ACA, and professional outreach campaigns can reach millions who would otherwise miss out on coverage.
• •Higher enrollment in health insurance can reduce uncompensated care costs at hospitals and lower overall public health expenses over time.
• •A well-funded, sustained campaign over five years allows for consistent messaging across diverse communities, including those that are harder to reach through basic government communications.

ARGUMENTS AGAINST

• •Nearly $820 million is a very large sum for advertising and outreach, and critics may question whether this money produces enough measurable benefit to justify the cost.
• •Handing this work to a private marketing firm means a significant share of taxpayer dollars may go to corporate profits and overhead rather than directly helping uninsured Americans.
• •Some argue the government could achieve similar outreach goals at a lower cost by using existing federal agencies, community organizations, or digital tools instead of large commercial contracts.