New Obamacare ads use cute animals to attract women

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Cute animals are definitely a “chick magnet,” right?

A new ad campaign aimed at attracting women to sign up for Obamacare could test that theory.

Enroll America, an advocacy group that has been at the forefront of getting people to sign up for the president’s signature health care law, along with the Ad Council, announced the launch of new pet-centered ad campaign Tuesday. The organizations’ goal is to use cute pets to get younger, uninsured women to sign up for Obamacare.

With the March 31 deadline for to enroll fast approaching, Enroll America reports that many women in the 18 to 34 age group remain unaware about the new coverage options. According to the organization’s research, 81 percent of uninsured people are not aware that the deadline to enroll is March 31, and 69 percent do not know about the availability of federal assistance for lower income people.

The ads will be offered in English and Spanish to target Hispanic women as well and feature a menagerie of house pets singing about enrolling for Obamace “today!”

“We needed a familiar face that would stand out amidst all the noise to communicate to all Americans the benefits of enrolling for health insurance in a way that’s entertaining, relatable and easy to digest,” Rodrigo Butori, a creative director with one of the firms involved with making the ads, said in a statement. “We thought about pets. Why? Two thirds of American homes have pets. They have been the recipient of people’s love and care for ages. So it’s time for them to return the favor. It’s time for pets to take care of people for a change.”

According to Enroll, the Ad Council will distribute the spots as public service announcements to over 33,000 media outlets. They will be seen on television, radio, print, and online running during donated time and on donated space, in keeping with Ad Council’s messaging model.

“On average, Ad Council campaigns receive more than $30 million in time and space donated by media outlets annually,” Enroll America explained in its announcement. “Google has worked closely with the campaign team and agencies through strategic and creative development, and they have donated services to the campaign, which can be utilized for future phases of the program.”

Three million people have signed up for the private health insurance on the federal and state Obamacare exchanges so far, according to the administration.

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