New Mexico on Tuesday started an agency search to guide PR and marketing for its health insurance exchange.

NMHIXThe state, which has a high rate of uninsured citizens, is running its own exchange under the Affordable Health Care Act, but with help from the federal government, dubbed a hybrid model under the new federal law.

New Mexico released an RFP on June 18 for a single agency or team of firms to handle PR, marketing, advertising and educational content for the marketplace. It wants a strategy to reach the 23% of its population without health insurance.

Design of a comprehensive campaign is required under the RFP. The exchange anticipates a $2.8M marketing budget for 2013

The N.M. exchange, based in Santa Fe, will begin enrollment in October for coverage starting Jan. 1, 2015.

Proposals are due July 3.

View the RFP (PDF).