By Shelby Sebens | Northwest Watchdog
Already have that new Oregon Obamacare TV ad stuck in your head?
Get ready for more. That was just the first of a months-long ad campaign heading to the opening of enrollment in the health exchange program in October. Cover Oregon, the state agency set up in Oregon to implement Obamacare, has awarded a $9.9 million contract to North, Inc., a Portland advertising agency.
You’ve probably already seen a couple examples of what the first $3.2 million went to, catchy commercials that get stuck in your head and say little about what the program is all about. Northwest Watchdog obtained a copy of Cover Oregon’s contract with North that shows the next step is some social media blitzing. So keep an eye on you Facebook wall. North has a subcontract with Metropolitan Group, according to Cover Oregon officials, and that contract was not available.
The advertising agency is also being used to help Cover Oregon shape its story. According to the contract, the advertising agency is supposed to help them consistently tell the story of the Cover Oregon and to help with message development: typical public relations spin.
Marching orders include “uses editorial placements to establish third-party credibility and support for Cover Oregon as a state and community benefit, and as an innovative approach to health coverage,” among others. See the full contract here.
The health exchange opens for enrollment in October and officials say they expect 217,000 participants in 2014. Oregon has 12 insurance carriers signed up to sell in the individual market and eight in the small employer market.
Contact Shelby Sebens at Shelby@NorthwestWatchdog.org
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