Medica, one of the largest healthcare insurers operating in Minnesota, is showing some attitude with a new marketing campaign in the Twin Cities. Billboards, bus stop and skyway signs show a lesbian couple holding hands, an ear with a huge stud earring, a baby holding a toy block, and a woman with a little girl lying on a blanket. The message is that Medica has “plans that fit your life.”

Drug companies face bills that require disclosure of industry payments to doctors and funding for medication waste disposal.

Medica Encore is targeted at the pre-retirement boomer generation ages 50 to 64 who lack traditional health coverage through employers or other group sponsors, the company says.