In a bid to boost enrollment prior to the March 31 deadline for open enrollment, the Washington Health Benefit Exchange is sponsoring the Sasquatch!  music festival to engage uninsured “young invincibles.”

The health care exchange is sponsoring the festival on behalf of Washington Healthplanfinder, the organization’s outreach effort to help consumers find, compare and enroll in health plans.

The exchange is using the program to reach uninsured young adults. Nearly half of uninsured adults in the state are between the ages of 18 to 34.  

“By working with Live Nation, we can leverage the affinity and trust that Washington concert-goers, specifically young adults, have for music to bring them information about Washington Healthplanfinder,” said Richard Onizuka, CEO of the Washington Health Benefit Exchange, in a statement.

With the May 23-25 and July 4-6 music festival taking place after the close of open enrollment, the health care exchange will have a minimal presence at the festival. Instead, the exchange is activating the tie prior to the March 31 enrollment deadline. That includes a  sweepstakes dangling tickets to Feb. 3 Sasquatch!  party at Seattle’s Neptune Theater (an event presented by Washington Healthplanfinder) and VIP passes to both weekends of the music festival.

The health care exchange hosted the ticket sweeps on its Facebook page.  

While it may be late to the game, Washington Health Benefit Exchange joins other state exchanges using sponsorship to engage the uninsured.

DC Health Link was one of the first exchanges to test the sponsorship waters. The exchange in September 2013 partnered with MLS DC United to engage uninsured consumers under the age of 35. Nearly half of the district’s uninsured are under the age of 35, according to the exchange.

DC United fans overlap DC Health Link’s target audience: Sixty-three percent of the team’s fans are between the ages of 18 and 44.

The partnership afforded premier sponsor status at the team’s Oct. 4 game, a presence at tailgating events at three games in October and the use of DC United players in promotional materials. 

Other exchanges using sponsorship include The Maryland Health Benefit Exchange, which partnered with the NFL Baltimore Ravens in late 2013. The exchange sponsored the team on behalf of the Maryland Health Connection consumer outreach campaign.