Got Insurance? Ads and the Miley Effect

Over a week ago I stumbled upon these insurance ads targeting “millennials.”  And it took me about that long to tame my frustration, disgust and anger to put my thoughts into digestible sentence for consumption. (yum)
The most aggressive ad features a photo of a titillated young woman standing beside a pleased-looking man and holding a packet of birth-control pills. The text reads, “Let’s get physical. 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. Now you can too. Thanks Obamacare!” Beneath their photo is the caption, “Susie & Nate Hot to Trot.” Grrrreattt. insurance1

This is the follow up to the original brosurance ads in the Got Insurance? campaign spearheaded by two Colorado non-profits, ProgressNow Colorado and Colorado Consumer Health Initiative. Both aim to encourage young people to enroll in the state’s new heath care exchange, part of the Affordable Care Act.
Though I would have loved to be at that meeting table when someone was like “hey, I’ve got an idea that is so ridiculous it might just work.”

I just find it appalling that no one had the moral compass or integrity to sit there and come up with educational pieces targeting millennials.

You know we have brains and opinions. And well in my opinion the millennial generation is one of the most progressive generations our culture has seen in a long time.
For example, if they were addimat in using the Hey Girl/Ryan Gosling imagery they could have had the copy on the ad read: Hey Girl! …GO GET INSURANCE SO YOU WON’T DIE UNDER A MOUNTAIN OF DEBT WHEN YOU GET SICK! insurance1Ryan(literally).

What’s even crazier is this ridiculous and sexist (yea I said it) ads are working  because they’re drawing attention based on the shock and awe factor, or the Miley Effect. Miley is a talented singer, but her shock and awe tactics (twerkin, wrecking ballin whilst only sporting boots while riding said wrecking ball) tend to overshadow that talent, but somehow keeps her relevant and in the news. This is similar to these ads; (go with me here) there’s a buzz circulating around in news and interwebz about how ridiculous and “oh I can’t believe they…”  keeping them newsworthy, in all the wrong ways because news outlets tend to make a hard left from the real (I hope) reason the ads were created: yo, young people get insurance to protect yourself!

What are your thoughts on these insurance ads? What would your ads say targeting young people to enroll in insurance?! Let me know in the comments!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>