Most of the news about Obamacare lately has been about the
buggy website and severely low rates of enrollment. Now, to
combat the malaise and complacency surrounding Obamacare and the
health-care exchanges, the Colorado Consumer Health Initiative
and ProgressNow Colorado Education have launched a new series of
Web ads meant to target young Coloradans and encourage them to
sign up for health care coverage.
Modeled after the "Got Milk?" ad campaign that has been
ubiquitous since 1993, each ad asks, "Got Insurance?" Moreover,
the images depict "bros," or young, college-aged,
apt-to-being-reckless young men, doing stupid things. As one of
the ads reads. "Brosurance. Keg stands are crazy. Not having
health insurance is crazier. Don't tap into your your money to
cover those medical bills. We got it covered. Now you can too.
The "Got Insurance?" campaign isn't all about the bros. One ad,
entitled "Well Rounded Coverage" and featuring a pregnant woman,
reads, "When I'm expecting, I don't need my health-care bill to
be unexpected." "Mamacare" depicts a concerned mother holding her
little girl and includes the caption, "When my baby is sick, my
first question is what's my doctor's number, not can I afford a
doctor." Another, "Harness Health," features Phil Powers, a noted
rock climber, holding a climbing rope. The cut line: "Everyone
wants to get to the top but you never know when you might fall
along the way." You can see all of the ads
The sign-up numbers for Colorado's Obamacare exchange,
for Health Colorado
, were not stellar in the first week: According to the exchange,
226 people enrolled for health-insurance coverage in the first
week, with 18,174 accounts created. The "brosurance" ads were
designed to go viral on social networks like
) and Twitter.
Unlike the Obamacare website, these ads might actually work.
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