El Tiempo Latino
A Working Report · Tiempo Company
Virginia · July 2026

Virginia's Latino
Health Coverage Loss

Virginia's Latino families lost coverage first when the ACA subsidies expired. A new $150 million state subsidy opens this November. Whether the families who qualify actually find it comes down to communication.

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~100K
Virginians are estimated to have lost coverage this year, before the state's new subsidy could catch them. Latino families were the most exposed, and are the hardest to reach with the news that help now exists.
The stakes

The cliff hit with no cushion. Then the state built one.

With no state subsidy in place, Virginia's coverage losses arrived first and fastest, concentrated among Latino families. In late June the state acted: a $150 million premium subsidy opens November 1. The money now exists; connecting eligible families to it before December 31 is the job that remains.

975K
Latino residents, 11.3% of Virginia; 20.3% uninsured, roughly 1 in 5.
18.4%
National Latino uninsured rate, 2.8× the White rate. Latinos are 21% of the population, 39% of the uninsured.
$150M
New state subsidy opening Nov 1, ~200,000 residents newly eligible for about 70% off premiums.
Communication closes the gap

This is the part you can do something about.

For Latino and Spanish-speaking families, how coverage is communicated is one of the strongest predictors of whether they stay covered. The evidence runs both ways.

When outreach was cut, Latinos lost coverage first
−3.5 pts
Coverage drop among Hispanic adults when federal outreach funding was cut, the largest of any group in a peer-reviewed natural experiment.
−3.0 pts
Coverage drop among people who speak a language other than English at home.
−2.4%
Marketplace enrollment drop among lower-income adults after the same cuts.
When it is done well, people get covered
2×
More likely to enroll with in-person help. Latinos seek that help at far higher rates than White consumers.
254K
Reached in a campaign we ran with a national patient-advocacy nonprofit, explaining health policy in plain Spanish.
+37%
Higher engagement for our native, in-language content vs. standard display ads.
Why El Tiempo Latino

The trusted layer in front of the enrollment desk.

We don't run enrollment. We explain what changed, hold attention in Spanish, and point families toward help, including the state's new subsidy this fall. That is what El Tiempo Latino has done for the DMV for 35 years.

535K
Reachable Latino digital audience across the DMV.
450K
Monthly digital impressions, +8K newsletter subscribers.
~90K
Weekly print readers, 76% "very interested in health issues."
1

We have done this in health

A campaign we ran with a national patient-advocacy nonprofit reached 254,000 people across the DMV, explaining medication-cost policy in plain Spanish. The same job, applied to coverage.

2

Priced by reach, built for compliance

A targeted program starts around $9,000 for ~400,000 impressions; a month-long campaign reaching a large share of our DMV Latino audience runs low-to-mid five figures. Creative runs through your compliance review, following CMS and carrier guidelines.

Let's start with the data.

Not "do you want to advertise." A conversation about getting Virginia's Latino families into the new subsidy this fall, and what that could look like together.

Email Andrea Chacón
andrea@tiempocompany.com