State officials targeting the young people of Illinois decided there were two ways to get their attention in a $12 million ad campaign to encourage them to sign up for health insurance.
“To get people’s attention you have to do one of two things – you have to be extremely funny or extremely offensive,” said chief marketing officer for Get Covered Illinois Jose Munoz. “We went with funny.”
The ads, which show young people cavorting around Chicago in cardboard splints and other homemade remedies, promote a fictitious ‘Luck Plan’.
The cheery narrator, who has her neck wrapped in bubble wrap, concludes with the tag line: “You’ll be okay, probably.”
The campaign is being circulated through tv, print, radio and social media outlets along with ads on public transportation and billboards.
The state was keen to sign up millennials under its new Affordable Care Act as it needs younger people to participate in order for the health law to succeed.
Young adults generally use fewer health care services than older members, which helps keep rates lower, the Chicago Tribune reported.
