MOUNTAIN VIEW, Calif., Oct. 24 /PRNewswire/ -- eHealthInsurance has teamed with award-winning Hollywood producers to create original web-based entertainment programming to increase consumer awareness of the important subject of health insurance. The innovative campaign will reach a broad online consumer market with humor and information. It was launched today from its new interactive and humor-rich Web site, www.amicovered.com.
The company has enlisted the talents of top artists and producers from shows such as The Simpsons, King of the Hill, Dilbert TV series and Ren and Stimpy. Working with TrueLight Entertainment, they are creating and developing an animated series that will appeal to Americans through offbeat, yet identifiable characters and humorous mishaps.
The "Am I Covered" animated series will showcase "the Wyndales," a lovable, yet klutzy family with whom all Americans can identify. Led by Percy Wyndale, family patriarch and certified klutz, the (mis)adventures of the Wyndale family will give new meaning to the old adage, "laughter is the best medicine."
"Many Americans simply are unaware of the availability and affordability of health insurance and ignore the fact that their good health today could quickly change tomorrow," said Gary Lauer, CEO of eHealthInsurance. "For those who are uninsured, that could be a very surprising, expensive, and even dangerous situation if they have to ask 'Am I Covered?' when an unexpected accident or illness befalls them."
The largest segment of the 45.8 million uninsured in the U.S. consists of people from 18 - 34 years of age. To reach them, eHealthInsurance will use an innovative marketing campaign that includes the distribution of a series of edgy, humorous webisodes using viral marketing and the new, email-based form of the traditional "you tell two people and they tell two people ... " word-of-mouth approach. The campaign also includes an interactive game and a contest that will enable individuals to design their own animated "mishap" online. All of these elements are hosted on www.amicovered.com.
"People are being bombarded from every side by a cacophony of messages," said Rusty Robertson, Partner of RSA, the marketing agency that created the 'Am I Covered' campaign. "To break through and reach people, and especially the uninsured that believe they can live without insurance, we are taking a fresh approach to grabbing their attention."
About eHealthInsurance
Since its founding in 1997, eHealth, Inc. (www.ehealthinsurance.com) has become the nation's leading source of health insurance for individuals, families and small businesses. The company sells health insurance in all 50 states, and offers more than 6,500 plans underwritten by more than 140 of the nation's leading health insurance companies. The company is headquartered in Mountain View, California.
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