DENVER — The people behind the “Brosurance” keg stand ads which made their debut in late October to promote Obamacare have created yet another controversial ad campaign, and this time it’s targeted towards younger women.
Representatives from Colorado Consumer Health Initiative and ProgressNow Colorado Education released the most recent “Got Insurance,” posters in an effort to increase awareness of Colorado’s new affordable health insurance options.
The ads are modeled after the iconic “Got Milk?” ad campaign, and target the “young invincibles”, those in their 20s and 30s who tend to forgo insurance because they’re relatively healthy — and often relatively poor, explains FOX31’s Eli Stokols.
Their participation in the country’s expanding health insurance marketplace is considered critical to growing the pool of the insured and, as a result, driving down health costs.
Colorado Congressman Cory Gardner even held up a large poster board showing the “Brosurance” keg stand ad before the House Energy and Commerce Committee.
“This next group of ads focuses on women to help them connect with their new health insurance options,” said Adam Fox, director of strategic engagement at the Colorado Consumer Health Initiative.
One of the ads depicts a young woman holding birth control pills next to a man her age with the caption, “Let’s hope he’s as easy to get as this birth control. My health insurance covers the pill, which means all I have to worry about is getting him between the covers.”
“I am a deep interesting independent woman and to be just portrayed as just my ovaries and a one night stand is just offensive,” said Kelly Maher ,Executive Director of Compass Colorado, a conservative organization.
Jen Caltrider of ProgressNow Colorado Education said, “Guys signing up for insurance is only half the equation. We need to reach 20-something women, as well, and we hope this round of ads will do that.”
Critics acknowledge that reaching the uninsured is important, but say the way women are portrayed in ads is demeaning and disrespectful.
Fox said the ad is not designed to be disrespectful but “shows a strong woman making a decision for herself and taking control of her situation.”
Another ad shows two friends on top of exercise balls next to the caption, “Me and my BFF workout to stay smokin’ hot. Our Doc told us to take our health seriously, so we exercise, drink lots of red wine, and make sure we have good insurance.”
Another ad features young professionals partying with alcohol and read, “get your shots shotskis keep us happy.”
Denver resident Jeremy Bellavia said some ads aren’t especially offensive, but portray the reality of some situations.
They “reflect the culture at the time and its part of advertising so I don’t think that it affects anything negatively,” Bellavia said.
The ads are clearly marketed to young people and experts say there’s a reason for that. The younger generation will be the key to making the Affordable Care Act a success. They have fewer health claims, which keeps premium rates for everyone from getting out of control.
What do you think? Are the ads helping or hurting efforts to promote Obamacare?