Many people remain uncertain about how the federal health care law will affect them and how the new health insurance exchange, known in Minnesota as MNsure, will work. The state will spend about $22 million in federal dollars to get the word out.
BBDO Proximity was launched in 1930 to work with Hormel Foods, which remains a client and whose brands now include Spam, Skippy Peanut Butter and Wholly Guacamole. BBDO's client roster mostly includes well-known national brands, though it has worked with states in the past, including lottery and tourism promotions and a stop-smoking campaign in New Jersey.
$13 million for a community outreach effort at such locations as medical clinics, libraries, religious and other community-based centers
$9 million for marketing and advertising
$1 million on TV ads
$500,000 on radio spots
$400,000 for newspaper ads