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updated: 2/10/2014 5:09 PM

Illinois uses The Onion to reach young uninsured

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Associated Press

Officials at the Illinois health insurance marketplace say they are launching ads aimed at young adults in the satirical online newspaper The Onion.

Banner ads on The Onion website will depict a toy action figure with the words: "Man without health insurance is forced to sell action figures to pay medical bills." The ads say: "Get Covered. Don't sell your action figures." They were announced Monday.

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It's part of a planned $33 million marketing campaign in Illinois to support President Barack Obama's health care law.

Jennifer Koehler of Get Covered Illinois says nontraditional sources of news and entertainment are a strategic way to reach young, uninsured adults.

The Onion also will create a video, an editorial and a custom "news" section as the March 31 enrollment deadline nears.

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