The government’s mandated Affordable Care Act has many vocal opponents and implementation has been fraught with problems. As part of this program, MNsure wanted to rise above the din of negativity to promote its health insurance marketplace as a painless place for Minnesotans to find, compare and choose health insurance.

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.

The posters were part of MNsure’s “Land Of 10,000 Reasons To Get Health Insurance” campaign—an effort that yielded healthy results: Aided awareness outperformed competitors by 75% while top-of-mind and unaided recall grew 13% and 20% respectively. What’s more, the first comprehensive study of the federal Affordable Care Act in Minnesota showed a 40 percent decline in the number of people lacking health insurance coverage between September 2013 and May 2014. The University of Minnesota study estimated that the state's uninsured rate dropped from 8.2 percent to 4.9 percent between that period.