ST. PAUL (AP) — Lumberjack Paul Bunyan and Babe the Blue Ox have been unveiled as the new faces of MNsure, Minnesota's new online health insurance marketplace.

The state is contracting with BBDO Proximity Minneapolis for the $9 million marketing campaign.

At the campaign's launch Sunday, BBDO creative director Brian Kroening said they chose the Minnesota folklore icons because they wanted the advertising to be easy to understand, local and upbeat.

Billboards with Bunyan and Babe go up Monday, along with MNsure advertising on buses and in skyways and newspapers.

The campaign's motto is "Minnesota, Land of 10,000 Reasons to Get Health Insurance."

MNsure is key to implementing of President Barack Obama's health care law in Minnesota. Officials say they expect it to cover about 300,000 uninsured Minnesotans.