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Minnesota health exchange contracts with two new marketing firms

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ST. PAUL, Minnesota — Minnesota's health insurance exchange has named two firms to run its marketing for the next two years.

MNsure said Friday that Grassroots Solutions and Clarity Coverdale Fury will handle the work, with a new marketing campaign to launch this fall. The two contracts total about $2.1 million.

BBDO Proximity handled marketing for MNsure during the first year of its launch, with playful ads featuring Paul Bunyan and his blue ox Babe, at a cost of about $1.6 million.

MNsure spokesman Joe Campbell says the new campaign puts a stronger focus on grassroots marketing because as the number of insured people grows, it gets harder to find and sign up uninsured people.

About 300,000 people have signed up for insurance through the exchange since it launched last year.

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