A sexually suggestive advertising campaign in support of Colorado’s health insurance exchange is taking heat, after the latest ad featured a woman boasting about her birth control while wondering how to get her man “between the covers.”
The ad, by ProgressNow Colorado and the Colorado Consumer Health Initiative, is being hammered as demeaning to women. It follows a prior ad from the same campaign featuring young men doing keg stands, under the banner “Got Insurance?”
“It’s degrading to women, and it says a lot about what they think of America’s youth today,” Rep. Cory Gardner, R-Colo., said of the latest ad.
The new ad shows a woman holding a packet of birth control pills, while a suave-looking young man stands next to her with his arm around her waist.
The caption reads: “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.”
Amy Runyon-Harms, director of ProgressNow Colorado, told the Denver Post that the point of the ads is to “raise awareness, and that’s what we’re doing.”
She counted the additional attention as a positive.
But Gardner told Fox News they’re “making a joke of the whole process.” Further, he said the ads are changing the subject at a time when the law’s rollout is running into serious problems.
“They’ve turned ObamaCare into a story about pills and pilsners just trying to make a failed program work,” he said.