NU Online News Service, Feb. 14, 2:49 p.m. – The American Association of Health Plans, Washington, is launching a print advertising campaign in Los Angeles and Washington Feb. 15 in connection with the release of “John Q,” a film about the father of an underinsured child who needs a heart transplant.

The father takes an emergency room hostage until the doctors agree to perform the transplant.

The AAHP advertising campaign will try to foster a national dialogue about the need to help the uninsured, AAHP says.

Most employer-sponsored health plans and all Medicaid programs cover heart transplants for children, AAHP notes.

“The real villain in this story is rising health care costs, and the terrible toll exacted on millions of Americans who have been priced out of the health care system,” AAHP President Karen Ignagni says in a statement about “John-Q.”

The producers of the film “irresponsibly send the message that violence is the way to resolve health care disputes,” Ignagni says.