The pet-themed ads are designed to appeal to these women and convince them to sign up for coverage and raise their awareness about the financial assistance for which they may qualify.
USA Today: Health Insurance Ads Target Gen Y Women
The campaign by the non-profit advocacy group Enroll America uses pets to reach its audience and launches with less than two months to go before the March 31 deadline for enrollment. Enroll America says about 81 percent of the public doesn't know about the deadline and 69 percent of people don't know that financial help is available to those with incomes below 400 percent of the poverty level (O'Donnell and McElhaney, 2/4).
Fox News: New Obamacare Ads To Use Pets In Push To Enroll Young Women
Enroll America, the advocacy group leading efforts to enroll Americans in Obamacare, is launching a multi-million dollar advertising campaign featuring cats, dogs, birds and other pets in a bid to convince young women to sign up for health coverage, USA Today reported. With less than two months to go before the March 31 deadline to apply for coverage under Obamacare, Enroll America officials tell the newspaper 81 percent of the public is unaware of the deadline and 69 percent don't know that financial aid is available to those earning less than 400 percent of the poverty level. Enroll America President Anne Filipic told USA Today the pet-themed ads are designed to "help break through the clutter." She cited statistics showing that more than 60 percent of American homes have a pet and that most female pet owners would risk their lives for their pets (2/4).
Meanwhile, the Los Angeles Times reports that about a third of college students report being uninsured and say cost is the reason -