Got 'Brosurance'? Colorado Uses Facebook, Twitter Campaign to Sell Obamacare
The new ads depict young men doing stupid things, and make the point that not having health insurance is even more stupid.
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. Thank Obamacare!"
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 here.
The sign-up numbers for Colorado's Obamacare exchange, Connect 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 Facebook (NASDAQ:FB) and Twitter.
Unlike the Obamacare website, these ads might actually work.
Follow me on Twitter: @JoshWolonick and @Minyanville
Daily Recap Newsletter