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Continued: Are folk heroes best MNsure spokesmen?

Sienko said MNsure and BBDO Proximity included different cultures and ethnic groups in focus groups and interviews when testing the Paul and Babe concept.

“They may not have known who Paul and Babe were, but it still worked for them,” Sienko said. “We realize a recent immigrant from Somalia or Guatemala might not know who Paul and Babe are, but they were entertained and they got the gist of the message.” • 612-673-7269 • 612-673-7335

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