The federal health care law is taking on unique personalities in states that have opted to run their own health insurance marketplaces. Some states are cracking wise in ads about the exchanges, where people will be able to shop for insurance starting in October. Others are rolling out catchy jingles. Some are all business. Stephanie O’Neill of NPR member station KPCC in Southern California  filed this story about the various approaches for NPR’s program All Things Considered on Tuesday.

This story is part of a reporting partnership that includes Southern California Public Radio, NPR and Kaiser Health News.