Our goal was to keep our message simple and relatable, underscoring the peace of mind that comes from having health insurance coverage for whatever medical needs arise. Playing off the state motto, “Land of 10,000 Lakes,” we created the theme “Minnesota. Land Of 10,000 Reasons to Get Health Insurance.” We then illustrated eye-catching topographic lake maps depicting specific areas of health care i.e. prenatal/birthing, cardiovascular and emergency care.