A large health insurer is promoting health insurance policies aimed at individuals and families.

Blue Cross and Blue Shield of Florida, Jacksonville, Fla., which provides or administers health coverage for 3.8 million people, has started a television ad campaign that compares that cost of individual coverage to “about what you’d pay for your cell phone,” or “like your cable TV bill.”

The campaign is promoting a new menu of relatively low-cost BlueOptions products,

The products include high-deductible plans that are compatible with health savings accounts; products that pay only for inpatient hospitalizations and outpatient surgery; and “50/50″ plans that cover family physician visits in a conventional manner but require a 50% co-payment for other services until a member meets deductible.

The low-cost plans offer access to Florida Blue’s regular provider network, a rewards-based wellness incentive program and a health coaching telephone hotline, Florida Blue says.