State takes satirical route to encourage healthcare enrollment

Published 02/12 2014 01:33PM

Updated 02/12 2014 01:37PM

ILLINOIS -- The clock is ticking to sign up for health insurance under the Affordable Care Act. The state is rolling out a creative new way to get people on board.

The state is launching a first-of-its-kind ad campaign. It's targeting younger, uninsured people by turning to comedy. The state is now teaming up with The Onion. It's a satirical news website which pokes fun at the headlines. The goal is to get people talking.

That's exactly what the state wants for healthcare sign-ups. That's why, starting Tuesday, it's rolling out a series of Onion ads with headlines like "Man Without Health Insurance Forced to Sell Action Figures to Pay Medical Bills Get Covered. Don't Sell Your Action Figures."

A marketing expert says it's clever, but might not send the right message. The state says it's targeting younger people because more than half the state's uninsured are between the ages of 21 - 34, which is The Onion's best audience.

The state is spending $150,000 on the ads which run through March 31. That's the deadline for people to sign up.

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