Minnesota is one of 16 states that has developed its own health insurance marketplace under the Affordable Care Act. Soon, advertisements promoting that exchange will hit the airwaves and elsewhere.
The ad campaign features a couple of well-known characters -- Paul Bunyan and Babe the Blue Ox -- in comedic situations to illustrate some of the 10,000 reasons insurance is necessary in the land of lakes.
MNsure will officially begin allowing residents to start shopping for health care coverage online on Oct. 1, and a new, $9-million media campaign seeks to promote the new platform on television, radio, billboards, bus and train wraps, in print publications and online.
Policies purchased through MNsure will take effect in 2014. It is expected to cover about 300,000 uninsured Minnesotans, but people and businesses that already have health care coverage may also find other options through the online marketplace.
After the football game, FOX 9's Tim Blotz will speak with the creative director of BBDO Proximity Advertising about why they chose Paul and Babe -- and the scenarios Minnesotans will soon see them stuck in.