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MNsure ad campaign goes big time, in a Minnesota way

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Minnesota landed a couple of big names to help the state promote its new health insurance exchange.

MNsure announced Sunday that its new marketing campaign will feature Paul Bunyan and Babe the Blue Ox. They'll be encouraging Minnesotans to visit the online marketplace where they can purchase health insurance beginning October 1st.

The company handling the marketing is BBDO Proximity. MPR reports creative director Brian Kroening said the idea was to find someone who was recognizable and unique to Minnesota, saying of Paul and Babe: "They were easy to work with."

The slogan for the campaign is "Minnesota, land of 10,000 reasons to get health insurance." Clips from the television spots show Paul in need of health care after accidents sledding or water skiing.

The Pioneer Press reports the $9 million cost of the campaign is covered by federal funding.

The new health care law requires virtually all Americans to purchase health insurance by Jan. 1st or face a tax penalty. In announcing its campaign, MNsure said the website that goes live in October will help residents select a plan and see if they qualify for tax credits.

The Star Tribune reports the need for educating Americans about the health care law is great: a recent poll found nearly 40 percent don't understand the law.

Here's MNsure's overview of the marketing campaign:

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