INDIANAPOLIS, Ind. — Indiana launched an advertising campaign Monday geared to get information on the state’s health insurance program for low-income residents to potential participants.

The program – Healthy Indiana Plan (HIP) 2.0 – offers health insurance to non-disabled Hoosiers ages 19-64 who don’t have access to help in paying for it. Under HIP 2.0, uninsured residents with incomes up to 138 percent of the poverty level ($16,436 annually for an individual or $33,865 for a family of four) and who fall within the age range are eligible.

The program provides each person with a Personal Wellness and Responsibility, or POWER, account, which is expected to receive contributions from the participant and the state. Contribution amounts are based on the individual’s ability to pay.

Since enrollment opened for HIP 2.0 on Feb. 1, more than 177,000 Hoosiers who were new to state-funded health insurance applied and were declared eligible for the program. As of June 8, total program enrollment was nearly 283,000, including residents in the original HIP who were transitioned to HIP 2.0, said Jim Gavin, director of communications and media for the Indiana Family and Social Services Administration.

"Our team feels we’re right on track with what was expected (in regard to enrollment)," Gavin said. The state expects to see total enrollment of about 356,000 by the end of this year and nearly 519,000 by the end of 2016, he said.

The advertising campaign will focus on television, radio and digital media, and will include outdoor and bus messages, Gavin said. Officials said the state’s investment in the campaign will be up to $1.2 million; federal matching funds will help with the cost.

"We’re off to a great start implementing the Healthy Indiana Plan 2.0 and enrolling Hoosiers in this proven program," said Gov. Mike Pence. "Through this new awareness effort, we aim to reach low-income Hoosiers and ensure they have the information necessary to take charge of their health and lead healthier lives."

HIP 2.0 offers a tiered approach to health care. Those who contribute to their POWER account will have access to HIP Plus, which includes dental and vision care along with essential health benefits. Those who don’t contribute to the account will be eligible for HIP Basic, which doesn’t offer dental and vision. HIP Basic requires a copayment for all services. The program also offers HIP Link, which allows employees to use their POWER accounts to pay the premiums for employer-sponsored health-care plans.

State officials are pleased 71 percent of participants enrolled in HIP 2.0 opted for HIP Plus, Gavin noted, adding 90 percent of those are at or below the poverty level.

"As the ads say, the vision of HIP 2.0 has always been about helping Hoosiers purchase coverage so they can take better care of themselves and be there for their families," Pence noted. "And that’s exactly what we’re seeing happen with this program."

When HIP 2.0 was announced last year, officials said the program would cost the state about $1.6 billion from 2015 to 2021, with $676 million funded through the state’s cigarette tax. A hospital assessment fee will cover the remainder of the state’s costs. For more information, visit www.hip.in.gov