Marketing 'Obamacare' shaping up as big challenge

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CHICAGO (AP) — President Barack Obama's health care law is moving from theory to reality in the coming months, and its success may hinge on the work of the best minds in advertising.

About 16 percent of Americans are uninsured. But despite years of political debate and media attention, more than three-quarters of them still know little about the law known as "Obamacare."

The Obama administration and many states are launching multimillion-dollar campaigns this summer to get the word out before enrollment for new benefits begins in October.

Spending on the campaigns will vary greatly from state to state. States that have embraced the health care law have sought and received far more money on a per capita basis than states that have been more reluctant or even hostile to its implementation.

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