U.S. Senator Warner and Virginia Health and Human Resources Secretary Figueroa joined the campaign launch at a Richmond roundtable

Keep Your Care will help Virginians navigate new Medicaid work and reporting requirements taking effect January 1, 2027

RICHMOND, VA — National campaign called Keep Your Care today launched in Virginia to help people keep their Medicaid coverage as new federal requirements approach. Through digital advertising, media outreach and partnerships with local organizations, the campaign will help Virginians understand the changes, navigate exemptions and reporting requirements, and connect with resources to stay covered. Its Virginia website provides information on the new requirements, potential exemptions and steps Virginians can take to keep their coverage.



U.S. Senator Mark Warner and Virginia Health and Human Resources Secretary Marvin Figueroa yesterday joined the organization at a Richmond roundtable to hear personal stories from Medicaid recipients, caregivers and health care providers and discuss how to prevent avoidable coverage losses. A link to download photos from the event is available here.



Beginning January 1, 2027, certain adults with Medicaid will need to show that they are working, attending school or participating in other qualifying activities—or that they qualify for an exemption—to keep their coverage. According to Virginia’s Health and Human Resources office, approximately 550,000 Virginians were enrolled in Medicaid expansion as of May 2026 and will be subject to the requirements unless exempt.



“Republicans’ Medicaid cuts threaten to take health coverage away from hundreds of thousands of Virginians and put even more pressure on families and health care providers,” said U.S. Senator Mark Warner. “I’ve introduced legislation to reverse these harmful cuts, and I’ll keep fighting to protect access to affordable health care. In the meantime, we need to do everything we can to help Virginians stay covered. Keep Your Care will help people understand the new requirements, navigate exemptions and avoid losing coverage because of red tape.”



“Republicans in Washington chose to put the healthcare of Virginia families at risk when they passed H.R. 1. In Virginia, we are making a different choice,” said Secretary of Health and Human Resources Marvin B. Figueroa. “We are committed to keeping Virginia covered so families can keep seeing their doctor and getting the medications they need. Keep Your Care is helping people understand what is changing and where to turn for help. I am grateful to Senator Warner for fighting back against these cuts in Washington and to the Virginians who shared their stories today. If your organization wants to help us keep Virginia covered, I invite you to join the Virginia United Coalition.”



“Virginians who still qualify for Medicaid could lose their coverage simply because they can’t navigate new paperwork and reporting requirements. Losing access to healthcare and long-term care would put even more pressure on families and caregivers, because the need for care doesn’t disappear when coverage does,” said Kirk Adams and Nicole Jorwic, co-leads of Keep Your Care.  “We’re launching Keep Your Care in Virginia to help people understand what they need to do to stay covered and work with local partners to prevent eligible Virginians from losing Medicaid because of red tape.”



Specifically, Keep Your Care Virginia will:

Reach people early through digital advertising, community events, trusted messengers and local partnerships.

Help people stay covered through KeepYourCare.org, with information on requirements, exemptions and deadlines, links to state forms and portals, and connections to local assistance.

Expand community support by supporting existing programs that recruit, train and deploy community health workers and navigators in underserved communities.

Inform state implementation by working with the governor’s office, state agency leaders and affected communities to simplify verification, improve communications and help people obtain exemptions.

Coordinate partners across health care, labor, caregiving, disability, reproductive health, faith and advocacy organizations to identify problems and share solutions.

Elevate Virginians’ experiences to identify barriers, improve outreach and inform policy advocacy.


Earlier this week, Governor Spanberger announced the creation of the Virginia United Coalition, a new coalition to help Virginians navigate the work requirements. Keep Your Care will complement their work, fill gaps where they need our support and bring additional resources through digital and earned media outreach, funding for local organizations and community-based support.



“When Medicaid coverage is cut, Virginia’s home care workers feel it from both sides,” said LaNoral Thomas, President of SEIU Virginia 512. “Home care workers, who are overwhelmingly women of color and immigrants, do the vital, backbreaking work that keeps our families afloat. These attacks on Medicaid put many of them in a double-bind: they care for our most vulnerable community members whose services rely on Medicaid, while counting on Medicaid for their own health coverage. When you attack Medicaid, you attack their consumers and you attack them.”

Virginians can visit keepyourcare.org to learn more about the campaign and find resources.

About Keep Your Care

Keep Your Care is a national campaign helping people with Medicaid understand new federal requirements, navigate exemptions and reporting obligations, and avoid unnecessary coverage losses. The campaign is launching targeted efforts in seven priority states, including Virginia, working with local partners to reach affected communities. Through community outreach, practical resources and personal stories, the campaign helps people stay covered while elevating the experiences of families and caregivers to inform implementation.