Abby Goodnough of The New York Times is reporting as the California state government is setting up its ObamaCare exchange, the exchange has hired a PR firm (with federal government money).
“Realizing that much of the battle will be in the public relations realm, the exchange has poured significant resources into a detailed marketing plan — developed not by state health bureaucrats but by the global marketing powerhouse Ogilvy Public Relations Worldwide, which has an initial $900,000 contract with the exchange,” she wrote. Ogilvy’s plan is to tap major network TV shows like “Grey’s Anatomy” and “Modern Family” to sell Americans on the health care law:
Hollywood, an industry whose major players have been supportive of President Obama and his agenda, will be tapped. Plans are being discussed to pitch a reality television show about “the trials and tribulations of families living without medical coverage,” according to the Ogilvy plan. The exchange will also seek to have prime-time television shows, like “Modern Family,” “Grey’s Anatomy” and Univision telenovelas, weave the health care law into their plots.
“I’d like to see 10 of the major TV shows, or telenovelas, have people talking about ‘that health insurance thing,’ ” said Peter V. Lee, the exchange’s executive director. “There are good story lines here.”
Although the exchange will not start advertising until next year, the California Endowment, a foundation that has spent $15 million promoting the law, is running newspaper and television ads, including one in which the television personality Dr. Mehmet Oz exhorts viewers to “get educated, get engaged, get enrolled.” That campaign has targeted Hispanics, who make up more than half of the state’s uninsured population.
Read more here.