New ad campaign launched in Illinois to connect with young consumers
A new ad campaign has been launched in Illinois that seeks to raise awareness about health insurance and the state’s exchange. The new campaign has a very specific focus on young adults, a notoriously elusive market for the health insurance industry. Many young adults believe themselves to be proverbially invincible and see little need for insurance coverage of any kind. Others see insurance as an expensive investment that will never benefit them and avoid coverage in order to save money.
Campaign highlights the dangers of relying on luck in a humorous way
The ad campaign highlights a fictitious “Luck Plan,” and showcases young adults in cardboard splints and other such makeshift remedies. The campaign focuses on the concept of luck, suggesting that relying on such a fickle idea could be dangerous. Many people believe that they will always be lucky and never get sick or need significant medical care. Luck is unreliable, of course, but health insurance coverage may not be.
Illinois wants to see more young adults enroll in the state’s health insurance exchange this year
The ad campaign is meant to be humorous, as recent studies have suggested that the best way to get the attention of consumers is to be extremely funny or offensive. The campaign is part of a $12 million endeavor to raise awareness of the state’s health insurance exchange. The exchange began open enrollment earlier this month, and Illinois officials want to ensure that young adults are targeted more aggressively than they had been in the past.
Young consumers are needed in order for the state’s insurance exchange to be successful
Younger generations are quite important to the success of insurance exchanges. The reason, ironically, is that these consumers tend to be quite healthy, which means they use medical services less frequently. Older consumers tend to seek medical care somewhat regularly, which increases the costs that insurance companies must deal with. Young consumers paying premiums are needed to offset the financial impact of older consumers with costly medical conditions that require constant attention.
