The targeted efforts drove 41,300 new users to the Get Covered Illinois website during a recent four-week period, said Jennifer Koehler, executive director of the state’s enrollment site. “We know humor works for the 18- to 34-year-old demographic,” Koehler said.
The most recent ads play with the idea that getting insured can prevent financial ruin and humiliation. In one, a bearded young man dances in a pizza costume near a busy street. But instead of attracting customers, he gets scornful laughter from two young women. A voiceover says: “Without health insurance, you could face fines and big medical bills. And then you’ll have to dress up like a pizza.”
The ads stress the March 31 deadline for buying private health insurance and avoiding a tax penalty. Procrastinators may be starting to pay attention.
"We were averaging about 10,000 visitors a day in February. That became 20,000 a day in March and we’re closer to about 25,000 a day now," Koehler said.