Blue Cross and Blue Shield of Arizona has started using television, radio and print ads to reach out to Arizona’s 1.8 million Hispanic residents.

About 25% of the state’s Hispanic residents lack health coverage, according to Arizona Blue, Phoenix.

In addition to using traditional media ads, Arizona Blue will be running a direct mail campaign and posting a series of 6 “Webisodes” on the Web in an effort to attract the attention of younger Hispanic residents.

The Webisodes can be viewed in either Spanish or English, Arizona Blue says.