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Ice Fishing, Reflexes and Heartbeat – Paul and Babe Back At It in Second Round of MNsure Television Ads

11/15/2013 10:14:43 AM


Jenni Bowring-McDonough
Media Relations Coordinator

ST. PAUL, Minn.-Paul and Babe find themselves in more precarious situations that illustrate some of the 10,000 reasons for Minnesotans to get health insurance in a series of new ads announced by MNsure today. Two advertisements originally seen online, "Reflex" and "Heartbeat," are airing statewide on television now, and will be joined by a brand-new commercial, "Ice Fishing," on November 25. These new ads are additions to the "10,000 Reasons to Get Health Insurance" campaign unveiled by MNsure in August.

The new commercials join MNsure's multi-dimensional, statewide campaign which includes mass media, social media and on-the-ground outreach. The public awareness and education campaign is designed to educate Minnesotans and encourage them to utilize MNsure to obtain health care coverage.

"We are excited to bring this next wave of our marketing and outreach campaign to life, and we hope the fresh commercials catch the attention of Minnesotans," said MNsure's Director of Marketing and Communications, Mary Sienko. "As we prepare for winter, we anticipate consumers will be especially drawn to the 'Ice Fishing' spot, as Paul navigates the perils of this popular Minnesota sport. The goal of this campaign is to reach all Minnesotans in a dynamic and memorable way."

MNsure partnered with BBDO Proximity in Minneapolis to develop the campaign titled, "Minnesota, Land of 10,000 Reasons to Get Health Insurance," which centers around Minnesota legends Paul Bunyan and his companion, Babe the Blue Ox. In television and radio spots, social media, out of home pieces and marketing collateral, Paul and Babe find themselves in various situations where the need for health care coverage is acute. MNsure's commercials can be viewed on YouTube.

About MNsure
Beginning January 1, 2014, all U.S. citizens and legal residents will be required to have health insurance coverage. For those Minnesotans who are uninsured, underinsured or looking for new coverage choices, MNsure is a one-stop health insurance marketplace where individuals, families and small businesses will be able to get quality health coverage at the lowest rates in the country. MNsure will empower more than 1 million Minnesotans to compare, choose and get help finding health care coverage. It will facilitate enrollment in public and private health insurance, determine eligibility for premium tax credits and allow Minnesotans to shop and compare between health care coverage options.

Open enrollment through MNsure began October 1, 2013, and runs through March 31, 2014. For more information about MNsure, how it will benefit Minnesota consumers and businesses and how to provide input visit

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