SEATTLE (CBS SEATTLE) — The Washington state provider of the Affordable Care Act is using fake rappers to encourage the “young invincibles” to enroll for health care before the Mar. 31 deadline.

The Washington Health Benefit Exchange has created the M.C.’s – a fictional rap duo featured in a new advertisement. The ad shows the rap duo conducting interviews with non-fictional Washington residents discussing their transition from their parents’ insurance.

The ad description reads: “Rian’s 26th birthday meant she could no longer stay on her parents’ health plan. And her appendectomy from only a year earlier was the incentive she needed to find health coverage through”

“For many young adults, the thought of getting health insurance occurs only after an accident or illness,” Michael Marchand, director of communications at the Washington Health Benefit Exchange, told the Seattle Times. “These new ads use humor and pop-culture references to get people’s attention as well as make a serious message stick.”

The ad looks to target the “young invincible” group, a reference to youthful, healthy set of possible enrollees that would stabilize the state marketplaces for the Affordable Care Act.

(TM and © Copyright 2014 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2014 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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