Note: As of July 1, 2007, Covering Kids & Families has closed. For current information about the uninsured in America, please visit RWJF Coverage.
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Covering Kids & Families

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Are You Uninsured?

You and your children may be eligible for low-cost or free health insurance! Programs exist in every state and the District of Columbia. For information about low-cost and free children's health coverage, visit For information on coverage for adults, read the Guides to Finding Health Insurance Coverage in Your State from Cover the Uninsured.

Insure Kids Now

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Connecticut - Covering Connecticut's Kids
Capitalizing on a national partnership
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Covering Kids & Families is no longer open to subscribers. Please visit to sign up for e-mail updates on the issue of the uninsured.

Building Partnerships
Engaging the Business Community, Step 3: Knowing Your Audience

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Updated: 6.1.06      Printable Printable version

The audience you want to reach with your health care coverage message can also be an important incentive to attract business involvement. Companies may be more interested in working with you if they know that your target audience is in alignment with their customer base and/or employees. This section will help you identify the characteristics of your target audience that will be of interest to the business community.

Your Target Audience

Your target audience is most likely composed of the parents or guardians of eligible, uninsured children. This audience can be broken into different groups, each with its own unique characteristics (e.g., families, new parents, parents with teenagers). Think about a typical day in the life of one of these groups--where they work or go to school, how they get to work or school, where they shop, where they eat--and create a simple audience profile. The purpose of this profile is to help you describe the different interests and characteristics (demographics and psychographics*) of your target audience to potential business partners. This information will also help you identify companies that interact with these groups regularly and should be added to your recruitment list. An audience profile worksheet is available in this section.

The following Internet resources can provide you with research statistics:

State Child Care Profiles
These profiles include demographic information about children, families and child care in each state, as well as contact information for different state agencies involved in child care. The profiles also contain links to additional state and national resources.

U.S. Census Bureau
The U.S. Census Bureau is the preeminent collector and provider of timely, relevant, quality data about the people and economy of the United States.

U.S. Department of Labor
The Department of Labor Web site provides information on employment and unemployment data, dislocated workers, employee benefit laws, living conditions and much more.

* Definitions of frequently used terms are available in the Glossary of Business Terms.

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