New Hampshire’s Paid Family Medical Leave program is seeking more visibility as officials state that not enough people are aware of it, despite current marketing efforts. Launched a year ago, the program provides employers and workers the option to purchase paid family and medical leave insurance, with benefits paying 60% of someone’s wages up to six weeks during a health condition, care for a family member, or spending time with a new child.

The state partnered with insurance carrier MetLife to administer the program and has a $1.9 million contract with marketing firm Mason Inc. for outreach. However, enrolment has been low, with 210 employers and 644 individuals having signed on, accounting for less than 3% of New Hampshire’s workforce.

In a recent letter, state officials asked New Hampshire-based nonprofits and advocacy groups to help distribute information about the program and assist in the enrollment process. The open enrollment period for those wishing to purchase coverage for 2024 runs through January 29.

While the program has been criticized by those who advocate for a universal paid leave policy, state officials are optimistic that enrollment will grow over time. More information about this program can be found on its website and individual premiums are capped at $5 per week.