Press Release: NY State of Health Launches Statewide Ad Campaign for 2018 Open Enrollment Period

Nov 13, 2017

Features Everyday New Yorkers, Telling Their Own, Real-Life Marketplace Stories


ALBANY, NY (November 13, 2017) – NY State of Health, the state’s official health plan Marketplace, today announced the launch of its advertising campaign for the 2018 open enrollment period. The campaign, called “4 Million Reasons,” features the stories of New Yorkers from across the state who have enrolled in a health plan through NY State of Health. More than 4 million people currently get their health coverage through the Marketplace. The ad campaign will run on TV, radio, digital and print outlets through the end of the Open Enrollment period, January 31, 2018. 

“As we travel the State, we hear many reasons why New Yorkers have enrolled in coverage through NY State of Health.” said NY State of Health Executive Director Donna Frescatore. “While each story is unique, the message is often the same – coverage through NY State of Health helps New Yorkers access the health care they need to get healthy and stay healthy”. 

The 2018 advertising campaign shares the real-life experiences of New Yorkers who depend on NY State of Health. This includes Ruth, a mother of two from Suffolk County who needed a biopsy. James, from Broome County, who is recovering from a serious accident and is able to get essential medication; Donal a farmer from Columbia County, who appreciates the protection of health coverage in case of an accident; Jen from Monroe County, who has a pre-existing condition; Abi from Columbia County, who needs coverage to afford preventative care for her sons; Ethan from Chautauqua County, who needs health insurance to afford life-changing medication and Jeanine from Monroe County, who needs to stay healthy because her children depend on her. 

While the federal Marketplace cut funding for advertising by 90 percent this year, New York’s investment in advertising and outreach is consistent with past years.  The state is committed to advertising NY State of Health so consumers are aware that they have a choice of health plans; options to enroll online, by phone, and in person; and are reminded of important enrollment deadlines. 

The advertising rollout schedule is:

  • Digital – Launched on November 1st
  • TV/Radio – Launching November 13th
  • TV spots can be viewed here.
  • Print (including 71 ethnic news outlets) – Launching November 20th

More than 4 million individuals – more than 1 in 5 New Yorkers - have enrolled in quality, affordable health insurance coverage through NY State of Health. Many individuals who qualify for federal tax credits to purchase a Qualified Health Plan (QHP) will see premiums for comparable coverage decrease in 2018. On average, consumers who select the most popular silver level plan will see their premium decrease by five percent.

Higher tax credits make Bronze level coverage in a QHP free to individuals making $25,000 a year, in 43 counties of the state. Bronze coverage has a higher annual deductible and cost sharing, but preventive care is free, it provides protection against catastrophic illnesses or accidents and it satisfies the federal requirement to have coverage. 

And, for eligible lower-income New Yorkers, the cost of the Essential Plan remains $20 or $0 for comprehensive, high quality coverage with no deductible and low consumer cost sharing. 

Consumers must enroll by December 15, 2017 for coverage beginning January 1, 2018. Enrollment in the Essential Plan, Medicaid and Child Health Plus is open all year.




About NY State of Health                                                                                                     

New York opened its Health Plan Marketplace, NY State of Health, in October 2013. The Marketplace’s one stop health insurance shopping experience offers high quality comprehensive health plans. NY State of Health is the only place where consumers can qualify to get help paying for coverage through premium discounts or tax credits. Eligible New Yorkers can also enroll in Medicaid, Child Health Plus and the Essential Plan through the Marketplace all year.  For more information about the NY State of Health Marketplace, please visit: or call Customer Service at 1-855-355-5777, TTY: 1-800-662-1220.   You can also use our website to find an enrollment assistor or broker.


Contact: NY State Department of Health

518.474.7354 ext. 1



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Press Releases