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HIX Ads Take Aim at Millenials

Jacqueline Fellows, for HealthLeaders Media, August 21, 2013

Minneapolis-based BBDO Proximity developed MNsure's multi-media campaign, titled, "Land of 10,000 Reasons to Get Health Insurance." The ads are funny and will start blanketing the state early next week on TV, radio, online, and at the Minnesota State Fair.

In Oregon, officials are getting the word out with a one-minute TV spot featuring folk singer Laura Gibson, who strums a guitar singing, "Long Live the Oregon Spirit." The commercial strikes a hipster chord with the words, "Every baker, and banker, and indie rock band… will live long in Oregon."

The state is also relying on a hip hop group native to Oregon, Lifesavas, who is featured in another minute-long spot called, "Live Your Life". While capitalizing on Oregon's local music roots to promote the state's HIX is definitely an aim at the younger generation, Howard Rocky King, executive director for Cover Oregon, said in a release that they are also using grassroots partners to get the word out.

Community partners will likely play a big role in reaching consumers in states that opted out of running their own HIX, which is what most states (27) did. In South Carolina, community groups and health centers received $3.6 million to publicize the exchange.

That's a pittance compared to the more than $100 million California is estimated to spend. The gap exists because states that decided to either run their own exchange or partner with the federal government on one received more grant money to ensure success, which includes promotion and education.

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