In 2013, Missouri Foundation for Health (MFH) created the Expanding Coverage Initiative. The goal of this Initiative is to reduce the percentage of uninsured Missourians under age 65 to less than five percent in five years. The Initiative focuses on three key strategies to accomplish this goal: creating awareness about the Missouri Health Insurance Marketplace (also known as the Missouri Marketplace); enrolling individuals, families, and small businesses in health insurance through the Missouri Marketplace; and building the health insurance literacy of assisters, consumers, and health care providers. MFH implements these strategies on both a regional and statewide level. The regional approach focuses around the Expanding Coverage through Consumer Assistance Program. The statewide approach included the Cover Missouri Coalition, the awareness campaign, and the health insurance literacy activities.