Everything Matters - Even The Little Things

As Hawaii implements the insurance exchange as part of the Affordable Care Act, the state is running advertising telling people that they can call for assistance in signing up.

Good idea.

The ad that they created features a service representative ... named "Doodie."  Now, I'm sure Doodie is a very nice and competent service representative.  But her name ... ???   The affordable care act is having a very tough time being taken seriously, and featuring a service representative with an unusual name probably doesn't add gravitas to the message.  I'm sure they had choices in selecting a featured service counselor.  They should have thought of the little things - and how they can affect communication - when doing the casting.