Perhaps most provocative, though, is the ad featuring a young woman with a man on her arm and a package of birth control pills in her hand, with the copy: “OMG, he’s hot! 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 got insurance.”
Fox says women were involved in coming up with the ads, but he knows they’re not for everybody. Conservatives and liberals both have called some of the ads sexist. Fox disagrees.
“Women are strong, independent human beings, capable of making their own decisions,” he says. “And birth control is just an important aspect of basic health care.”
Laura Welp is a 32-year-old part-time student in Denver. She says she’s got her own reasons to want to learn more about Obamacare, and that an ad with a hot guy in it isn’t really a motivator.
“It doesn’t appeal to me. The interest for me in Obamacare is that I think I can get cheaper insurance and I think it’s going to get more people insurance,” she says.
But Rachel Cain, who’s also 32, likes them.
“I was describing my reaction to them to somebody else on Facebook who thought that they were terrible,” she says. “I think they’re hilarious and right to the point. They’re perfect for the audience. I’ve done a keg stand. And I’ve also done ski shots.”
If the health law is going to work, people like Welp and Cain need to sign up for coverage. Lots of healthy people need to enroll in new coverage to balance out the people who will have higher health costs. Adam Fox, who launched the ads aimed at young people, says they’re disproportionately uninsured now and that they need to know more about the affordable options that the law offers them. He’s unapologetic if some are offended.
“We’ve started a huge conversation about a lot of the different reasons to have health insurance,” he says.
Sun, Nov 24 2013