What’s Up with the Obamacare ‘Brosurance’ Ads?

DrAdsforProfileWell the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There’s no question the Obamacare national rollout has been a disaster.

But the state healthcare exchanges have done much better.

Except for the Brosurance campaign in Colorado.

Representative sample:




Mother of mercy – don’t we have enough problems without that?

– Kathleen S


Dear Kathleen S:

That’s not the half of it.

There’s also this:




And this:




Funny thing is, those aren’t official Obamacare ads, as FactCheck.org notes.

Let’s clear this up: The edgy “got insurance?” Obamacare ads that have gone viral on the Web were not created by the Colorado state exchange or any other governmental agency, nor are they taxpayer-funded, as two Republican congressmen have claimed.

The ads are the joint product of two nonprofits that have nothing to do with a separate government-funded campaign to get the word out about the new health care exchanges created by the Affordable Care Act.

The nonprofits’ ads target a young audience and — by design — have drawn public scrutiny. One, called “Brosurance” features three guys doing a keg stand. Another features a handful of women doing shots off a snow ski.

The ad campaign “is a joint project of two nonprofits, the Colorado Consumer Health Initiative and ProgressNow Colorado Education, to educate young adults about the Affordable Care Act.”

“The whole intention of these ads is to raise awareness, and that’s what we’re doing. It’s great that more and more people are talking about it,” Amy Runyon-Harms, executive director of ProgressNow Colorado, told the Denver Post.

Yeah, except they’re not just talking about it. They’re badmouthing it.