States running their own insurance programs as part of the Affordable Care Act have marketing and enrollment strategies that are sidestepping references to the words “ObamaCare,” a term that has largely come to be associated with the unpopularity of the plan.

In Minnesota, state employees are promoting their health insurance marketplace as MNsure — even going to the annual state fair to hand out fans imprinted with pictures of Paul Bunyan and Babe the Blue Ox, according to The Wall Street Journal.

The grassroots effort is part of a larger, $9 million marketing effort that includes billboards and TV ads.

Minnesota, one of 13 states and the District of Columbia that is running its own health insurance marketplaces, thinks its marketing efforts will increase enrollment, which begins Oct. 1.

ObamaCare was designed to provide coverage to Americans who don’t have it from their employer or elsewhere. However, the rollout of the program, which begins January 1, has had some setbacks, including the delay of the provision requiring businesses to provide insurance.

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