Virginia hospitals face serious financial challenges that threaten their ability to continue serving their communities. Rising costs of caring for an aging population combined with inadequate Medicare and Medicaid reimbursement have led to annual funding shortfalls approaching $1 billion for Virginia hospitals. This has resulted in one-third of Virginia's acute care hospitals operating in the red. If these challenges are not addressed, further hospital closures and service reductions are possible. A public awareness campaign called "Virginia Hospitals: Our Lifeline" aims to educate lawmakers and the public about these issues facing local hospitals.