Feb. 10--Get Covered Illinois, the state's official Affordable Care Act outreach vehicle, has partnered with the satirical news source The Onion in a push to spur more young and healthy people to sign up for health insurance plans.
Under terms of the agreement, The Onion will run banner ads on its website featuring a man who is forced to sell his action figures to pay for his medical bills because he doesn't have health insurance. The Onion also will create a video, an editorial and a custom news section about Get Covered Illinois that will be featured online through March 31, the enrollment deadline.
The Onion, a division of Chicago-based Onion Inc., is a digital-based media company that specializes in humor and satire. Its audience skews toward younger adults -- particularly those between ages 21 and 34, a key segment of potential consumers targeted by the Obama administration.
In order to reach this younger, healthier group of consumers that comprise about 53 percent of the uninsured in Illinois, "we have to work with non-traditional, and especially digital, sources for news and entertainment," said Jennifer Koehler, Get Covered Illinois' executive director. The state will work with the company's creative agency Onion Labs to develop the content.
Illinois signed a $33 million deal last year to market and promote the exchange. The Onion advertising cost about $150,000.
firstname.lastname@example.org -- Twitter: @peterfrost
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Original headline: Illinois partners with The Onion to push Obamacare enrollment
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