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Connector: 95% of Minnesotans now have health insurance. 100% need it.


Heading into the 2015 MNsure open enrollment period, a record-high 95 percent of Minnesotans had health insurance. Our research showed this level of coverage was news to most people, while the uninsured five percent were surprised to learn they were part of such a small minority. This represents approximately 275,000 people forced to weigh the option of getting healthcare they need against costs they can’t afford. To reach this uninsured population, we developed a multimedia campaign to break through the barriers that prevent people from seeking insurance then connect them with resources to get enrolled.

Statewide research revealed most uninsured Minnesotans are unaware of the variety of plans, financial help and free assistance to enroll available through MNsure. Many don’t think they can afford insurance or find the enrollment process too overwhelming. Others simply think they’ll never need insurance. The campaign – including TV, radio, print, online, out-of-home and direct mail – confronts these barriers using a personal approach to show the value of health insurance as well as the emotional and financial risk of not having it.