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Public Awareness and Outreach Marketing Campaign Launched

8/18/2013 10:14:43 AM


CONTACT: Jenni Bowring-McDonough
Media Relations Coordinator

ST. PAUL, Minn.-MNsure's Executive Director, April Todd-Malmlov, today announced the launch of MNsure's public awareness and outreach marketing campaign, designed to encourage Minnesotans to utilize MNsure to obtain health care coverage. MNsure is Minnesota's new health insurance marketplace where consumers can get quality, affordable health care coverage. Todd-Malmlov was joined by MNsure Board Chair Brian Beutner, Minnesota Management and Budget (MMB) Commissioner Jim Schowalter and BBDO Proximity Executive Creative Director Brian Kroening to reveal the details of the multi-dimensional statewide campaign, which includes mass media, social media and on-the-ground outreach.

"We are proud and excited to share this unique campaign to reach the individuals, families and small businesses throughout Minnesota who need health insurance and want new coverage options," said Todd-Malmlov. "We thank the amazing team at BBDO Proximity for their ability to create a campaign promoting health care coverage that is something truly original."

"All Minnesotans deserve to have the peace of mind that health care coverage brings, a core value that guided this process and resulted in the creative pieces being revealed today," said Jim Schowalter.

"We are thrilled by this campaign to educate Minnesotans about MNsure, a new one-stop shop where individuals and small businesses can find, choose, and purchase a health insurance product that best fits their needs and budget," said Brian Beutner.

BBDO Proximity in Minneapolis partnered with MNsure leadership and staff to develop the MNsure 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, Minnesotans will find Paul and Babe in myriad situations where health care coverage plays an important role.

"The goal of this campaign is to reach all Minnesotans in a dynamic and memorable way. Our research indicates that the message and Paul and Babe resonate with all communities and populations across the state," added Todd-Malmlov. "Our hope is that the campaign will encourage Minnesotans to connect with MNsure, assess their coverage choices, and get the plan that is right for them."

Beginning January 1, 2014, all U.S. citizens and legal residents will be required to have health insurance coverage. For those Minnesotans and small businesses who are uninsured, underinsured or looking for new coverage choices, MNsure is a new marketplace where Minnesotans and small businesses can shop, compare, and choose the plan that is best for them.

Video of campaign elements is available for viewing.

About MNsure

MNsure is a one-stop health insurance marketplace where individuals, families and small businesses will be able to get quality health coverage at a fair price. 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 begins 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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