Evolution of State Outreach Efforts Under SCHIP

States have shown creativity and adaptability in developing outreach strategies to promote State Children’s Health Insurance Program (SCHIP) enrollment. This article reviews the evolution of state outreach strategies under SCHIP, using qualitative information from all 50 states and the District of Columbia. The article notes that early campaigns were aimed at building broad awareness of SCHIP. Over time, states have adapted their outreach to close the gaps in enrolling hard-to-reach populations by modifying their target populations, messages, methods, organizational strategies, and emphasis.