This is part of $95 million the Covered California exchange will be spending on marketing and outreach in the months ahead. California accounted for 15% of enrollment nationwide during the initial launch, and the Obama administration is counting on the Golden State to deliver another big turnout.

Open enrollment runs from Saturday to Feb. 15.

But it will be a hard sell to many Latino families of mixed immigration status.

People living in the U.S. illegally are not eligible for health-law coverage. For that reason, some residents are nervous about answering detailed questions about family members who aren’t applying, and theyworry that turning over this information could lead to deportation for spouses, siblings or other relatives.