DENVER—Colorado progressives have figured out what ails the Obamacare rollout: Young unmarried women just aren’t having enough sex.
The same left-wing groups behind last week’s “brosurance” ads ignited a social-media firestorm Tuesday with new ads designed to boost Colorado’s weak health-care enrollment by encouraging young women to hook up.
The ad campaign “Got Insurance?” features two social-media ads showing young women holding packets of birth-control pills and thanking Obamacare as they size up attractive men.
One ad that blew up Tuesday on Twitter, entitled “Let’s Get Physical,” shows a young woman giving a thumbs-up while standing next to a man with his arm around her waist. The caption: “OMG, he’s hot! Let’s hope he’s as easy to get as this birth control.”
The pair are identified as “Susie and Nate/Hot to Trot.”
“My health insurance covers the pill, which means all I have to worry about is getting him between the covers. I got insurance. Now you can too,” the spot says.
Many of those commenting on social media said they were appalled by the campaign, accusing its creators of demeaning women and celebrating casual sex in order to prop up the Affordable Care Act.
“The ‘you’re a whore’ ad for Obamacare. Wow,” said conservative talk-show host Dana Loesch in a Tweet.
Jon Gabriel, editor of the conservative Ricochet website, said, “Now that the #GotInsurance campaign has promoted binge drinking and hookup culture, what’s next? Date rape?”
The online ad campaign is the brainchild of the Colorado Consumer Health Initiative and ProgressNow-Colorado, which launched the social-media spots Oct. 22 in an effort to reach the state health-care exchange’s target audience: young, healthy adults.
Adam Fox, CCHI director of strategic engagement, dismissed the criticism, saying that, “There are always those people waiting to get fired up about something, but it’s really important that women have access to birth control.”
He said that none of the ads are funded by taxpayer dollars. “I don’t know why it’s so vitriolic,” Fox added.
Kelly Maher, executive director of conservative advocacy group Compass Colorado, said that the “inflammatory” campaign “is desperately trying to distract from the fact that exchange sign-ups have essentially ground to a halt, so I’m hesitant to even partake in their ruse.”
In its first month, Connect for Health Colorado enrolled just 3,408 people in private insurance plans while signing up another 34,168 for Medicaid. Meanwhile, nearly 250,000 Coloradans have seen their health-insurance plans cancelled since the Oct. 1 rollout of the Affordable Care Act.
“While nearly a quarter of a million Coloradans have had their plans cancelled, ProgressNow and Colorado Consumer Health Initiative are demeaning and belittling women with shallow sexual caricatures and making light of serious women’s health issues,” said Maher.
The spots were quickly dubbed “hosurance,” a play on the “brosurance” ads that appeared last week showing young men partying around a beer keg.
“Keg stands are crazy. Not having health insurance is crazier,” says one of the “brosurance” ads featuring three young men, described by Business Insider as “cringeworthy.”
The campaign is planning to post new ads each week on Facebook, Twitter, Instagram, Tumblr and Pinterest, according to a press release.