By Amanda Grigg
Last week everyone from The Atlantic to Buzzfeed covered a new Colorado Obamacare campaign targeting “bros.” The campaign can be found at “gotinsurancecolorado.org and is part of the Thanks Obamacare campaign run by ProgressNow Colorado and the Colorado Consumer Health Initiative. You can also reach the site via “doyougotinsurance.com” which is, clearly, a more bro-friendly url.
Of course the Colorado campaign’s real aim is to get the attention of healthy, uninsured young people, a group that pretty much everyone agrees is essential to the success of the Affordable Care Act. Because they rarely use medical services these “young invincibles” are cheap to insure, and thus their enrollment is necessary to offset the costs of older, less healthy patients. It just so happens that most of the healthy, uninsured young people (57%) are male. This explains both Obromacare and the Koch brothers’ recent attempts to get bros to “opt-out” via events at campus bars offering free beer and ipad drawinngs. Unfortunately for proponents of the ACA, healthy young men without pre-existing conditions are generally thought to benefit the least from Obamacare, which makes them both vital and possibly resistant to health care form. As a result, we get to watch as everyone and their mother (literally) bro-down.
Efforts to promote the health care law among young invincibles have also targeted mothers. Ads on facebook and recipe websites admonish, “Mom knows best, get insurance!” and cheeky AARP e-cards read “Get health insurance so I can stop pestering you to sign up and start pestering you to get married.” As Democratic pollster Celinda Lake explained to the Washington Post,“it will be the moms of America who are going to decide if their families get coverage…They will decide and then insist their children and husbands sign up.” Polling backs Lake up – many young uninsured people, and particularly young men, cite their mothers as their most trusted source of information about the health care law.
So, a big part of the explanation for these ads can be found in policy and the fact that high enrollment among healthy, uninsured young men is necessary to make Obamacare work. The campaigns are highly gendered because they’re targeting very specific, gendered audiences (mothers and young men). And they’re a little cheesy because bureaucrats and the Koch brothers trying to identify with the cool kids is a little like your parents trying to talk to you about Miley Cyrus. Or your great aunt publicly chastising you for posting bridesthrowingcats.com on facebook because “who would do that to a cat?”
More troubling than the seemingly inevitable pandering to bros is the misleading use of healthy young men as an exemplar of the harms of health care reform. Because of their unique relationship to the ACA, healthy 25 year old men have become the darlings of health care reform critics, who have conveniently held them up as (purportedly) randomly chosen example that illustrate how the healthcare law works and why it will raise rates (Jonathan Chait does a good job of addressing the problems with this tactic). Put simply, the 25 year old healthy male example is a poor one on which to base arguments about the ACA generally because it’s one of very few cases in which individuals may see rates go up, and because the group makes up a small portion of the total population. And as Sarah Kliff explains, the structure of the ACA makes it difficult to generalize even about this relatively small, homogenous group. Most notably, the example is misleading because it’s almost inevitable that in his lifetime this bro will benefit from Obamcare both directly and indirectly if he gets sick, becomes poor, lives past 25, cares about anyone who is or becomes sick, and let’s not even get started on how straight men benefit from the birth control mandate.