Ad Agency Gets $9.9 Million to 'Brand' Obamacare Exchange

Craig Bannister
By Craig Bannister | March 25, 2013 | 4:26 PM EDT

A branding agency has won a $9.9 million contract to brand, publicize and promote participation in Oregon's state-run Obamacare health care exchange program.

The contract was awarded by Cover Oregon, the public corporation created through a $226 million federal (HHS) grant to operate the Oregon's health insurance exchange program.

The advertising agency describes the branding contract on its website:

"NORTH, a branding agency based in Portland, Oregon, has been awarded the $9.9 million contract from Cover Oregon for a branding and communications campaign to educate and enroll Oregonians in affordable health care through Cover Oregon's online marketplace."

According to the company's website, NORTH will be working with a company that specializes in effecting social change:

"NORTH is partnering on the Cover Oregon contract with the public affairs agency Metropolitan Group, which has specialty practices in social change and public health."

The advertising campaign will utilize print, radio and television to promote participation in the state-run health care exchange, the U.S. Department of Health and Human Services (HHS) grant says:

"A competitive solicitation will be issued to create a broad range of marketing materials using print, radio and television mediums."

Cover Oregon describes itself as "a central marketplace where Oregon individuals and employers will be able to shop for health insurance plans and access financial assistance to help pay for coverage."

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