California ad campaign aims to make reform funny

A new ad campaign created by Covered California features comedians trying to make the healthcare reform law funny, reported The Atlantic. The campaign includes a live, six-hour variety show, a la Saturday Night Live, alongside educational segments about the reform law. Since its launch last month, the marketing effort also has involved parodies of popular TV shows, a series of selfies in which celebrities hold up signs that read "get covered" and a video of a Lady Gaga song dubbed over President Barack Obama speeches. "We have one job: To make this marketplace work," Covered California's Executive Director Peter Lee told The Atlantic. "This is about having a drumbeat of discussion from the most trusted friends you have. While we're using celebs, it's about encouraging friends to tell friends." Article

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