Back-to-School 2007 Results
This year, the Robert Wood Johnson Foundation convened the eighth annual Back-to-School Campaign to spread the word about low-cost and free health care coverage to millions of families and to demonstrate demand for the State Children's Health Insurance Program (SCHIP) as Congress considered SCHIP reauthorization. Results included:
- The Back-to-School Campaign generated nearly 270 million media impressions through print stories in more than 850 newspapers and more than 1,400 television and radio airings nationwide.
- Press conferences featuring governors and state elected officials speaking in support of SCHIP reauthorization were held in 14 states, including Colorado, Idaho, Indiana, Iowa, Louisiana, Maine, Michigan, Minnesota, Missouri, Montana, New Hampshire, Tennessee, Utah and Virginia.
- 5,131 Back-to-School events and activities were organized across the country, including 1,053 events that provided enrollment opportunities for families.
- There were 74,000 calls during August-September to 1(877) KIDS-NOW inquiring about health coverage.
- Back-to-School messages were promoted to families by eight corporate partners: the Amateur Athletic Union, Giant Food LLC, The Kroger Co. Family of Pharmacies, Major League Soccer, the National Association of Chain Drug Stores, the Office Depot Foundation, Pfizer Inc, and Stop & Shop.
- Corporate partners reached more than 25 million people, promoting the 1(877) KIDS-NOW hotline on milk cartons, cereal boxes, promotional materials, in-store displays, newsletters and Web sites.
- All twelve U.S.-based Major League Soccer teams participated in this year's campaign, distributing promotional materials and/or playing public service announcements promoting the 1(877) KIDS-NOW number on stadium Jumbotrons.
- 229 national supporting organizations helped spread the word about the availability of low-cost and free health care coverage to more than 2 million people through their Web sites, newsletters and member communications.
- More than 2 million materials, including fliers, posters, stickers, fans and bookmarks, were ordered from the Cover the Uninsured Web site and distributed at events across the country.
- More than 100,000 products, including toolkits, guides, templates and outreach materials, were downloaded from the Cover the Uninsured Web site and used to augment outreach efforts.
- Cover the Uninsured ads, PSAs and videos were viewed nearly 50,000 times on the Cover the Uninsured Web site and on YouTube.
Get Involved!
Even though the 2007 Back-to-School Campaign has drawn to a close, you can continue to get involved! See Get Involved for some ideas about what you can do to help promote low-cost and free health care coverage for children.