Checking the box on the Maryland tax return starts the enrollment process; Major ad buy will inform the public about innovative insurance program
WHAT: Public officials, advocates and nonprofit leaders to announce opening of the Easy
Enrollment health insurance program and a major ad buy to highlight the program
WHO:
U.S. Senator Chris Van Hollen
Maryland Comptroller Brooke Lierman
Delegate Bonnie Cullison, Vice Chair, House of Delegates Health Committee
Baltimore City Council President Zeke Cohen
Michele Eberle, Executive Director, Maryland Health Connection
Perrie Briskin, Maryland Department of Health
Joe Jones, Founder and CEO, Center for Urban Families
Sara Johnson, Founder and COO, CASH Campaign
Vincent DeMarco, President, Maryland Health Care for All
WHEN: Monday, January 5, 2026; 11 a.m.
WHERE: Center for Urban Families, 2201 N. Monroe St., Baltimore, MD 21217 and livestream here
Public officials will join advocates and nonprofit leaders to highlight the state’s Easy Enrollment program, which makes it easy for Marylanders to sign up for affordable health insurance. Through the program, Marylanders can check a box on their state income tax return indicating they are interested in health insurance. Maryland Health Connection, the state’s health insurance marketplace, will follow up with information about affordable or free health insurance options.
The event will also mark the January 5th launch of a Maryland Health Care for All ad campaign to educate Marylanders about the Easy Enrollment program. The major $100,000 campaign will use a multi-pronged strategy that includes radio ads, billboards, transit ads, digital ads and testimonials from online influencers. Click here and here to see ads from the campaign.
This campaign was made possible by generous support from the Jacob and Hilda Blaustein Foundation,
the Horizon Foundation, Zanvyl and Isabelle Krieger Fund, Johns Hopkins Health System, LifeBridge Health, the Maryland Hospital Association, Maryland Physicians Care, UFCW Local 1994, and the University of Maryland Medical System.
The Easy Enrollment program was enacted in 2019 by legislation sponsored by now-House Speaker Joseline Peña-Melnyk and Senator Brian Feldman and has helped thousands of Marylanders sign up for health insurance. When it was launched, Easy Enrollment was the first of its kind in the country, and now nine other states have instituted something similar, and Senator Van Hollen has introduced national Easy Enrollment legislation.
“The Easy Enrollment program is a simple, common-sense way for Marylanders to get connected to health insurance,” said Maryland Comptroller Brooke Lierman. “If you’re searching for coverage that fits your budget, check the box on your tax return and take that first step. Insurance means access to care when you need it and the peace of mind every family deserves.”
“Our message is that Maryland has created a state premium assistance program this year to help ease the financial burden on our residents. Not only is it easy to get started on signing up for health coverage, but we are doing our best to keep plans affordable,” said Michele Eberle, executive director of the Maryland Health Benefit Exchange, which oversees the state’s health insurance marketplace. “We have a great partnership with the state Comptroller’s office, and we will work with you every step of the way.”
“I know a lot of people and families would like to have health insurance but don’t always know how to get started,” said Joe Jones, founder and CEO of the Center for Urban Families. “Now it’s easy – just check the box on your income tax return. We will be spreading the word about this program and urging people to take advantage of Easy Enrollment and get insurance.”
“It’s exciting that the state has the Easy Enrollment program to make it more manageable for Marylanders to learn about health insurance they can afford,” said Vincent DeMarco, president of Maryland Health Care for All. “With so many negative changes in health care stemming from unfortunate federal actions, it’s great that Maryland continues to help people find affordable policies. We are fortunate to have great state leaders stepping up to support Marylanders.”
Last modified: January 5, 2026
