Tom Harte is the star of a social media campaign organized by the National Association of Health Underwriters (NAHU), Washington.

Harte, the vice president of NAHU, is the star of a new NAHU QuickTime video that explains in a sober, plainspoken fashion why consumers should care about more than whether they have to pay a $5 or $20 co-payment for a certain kind of care.

Harte notes, for example, that the total cost of an MRI can vary by as much as 334% from one facility in New Hampshire to another, and that the total cost of a CT scan can vary by as much as 449%.

“We already know how to shop for our TVs and our cars,” Harte says in the video. “Why can’t we do the same with our health care.”

Harte ends the video by telling the viewer, “It’s our money. Choose wisely.”

Campaign organizers are hoping will helping the video “go viral” by tweeting it, posting links on message boards, and “recommending” or “uprating” the video when they see it’s been posted by others.

Correction: An earlier version of this article described NAHU’s location incorrectly. NAHU has moved to Washington.