• by Greg Masters , November 29, 2005

With more than half of 18- to 34-year-old Americans uninsured, one health insurance company has taken its message to where these consumers are most likely to see it: the Internet.

Mountain View, Calif.-based eHealthInsurance (www.ehealthinsurance.com) has partnered with animation production company TrueLight Entertainment and marketing entertainment agency RSA on a campaign to raise awareness among consumers on the need to insure themselves and their families. A series of amusing Webisodes highlighting the foibles of an uninsured family called the Wyndales is streaming at www.amicovered.com.

Kevin O'Donnell, president of TrueLight, believes that visitors will enjoy and share the message with friends and family. "Our content is funny in a classic irreverent manner," O'Donnell says. "Secondly, the site provides value -- whether by providing instantaneous comparison shopping for health insurance or by playing our Health game, PhysIQue, that helps people assess their current fitness in a fun manner."