States plan to use celebrity athletes as one technique to reach the 30 million uninsured Americans who will be eligible for health coverage under the Affordable Care Act. Organizations and businesses also are developing campaigns to reach the uninsured, who may be skeptical or lack knowledge of health insurance exchanges. "We have to look at doing things a lot differently than what's been done in the past because this is a very unique audience, and we're marketing a product that's never been marketed before," said Michael Marchand of the Washington Health Benefit Exchange.

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