KUSA - In Colorado, a new round of ads supporting the state-run insurance exchange are meant to appeal to a key group needed to make health care reform work.
One of the ads titled "Brosurance" shows three guys doing a keg stand. The caption reads: "Keg stands are crazy -- not having health insurance is crazier. Don't tap into your beer money to cover those medical bills. We've got it covered."
The ad, and several others, were put together by Progress Now Colorado Education and the Colorado Consumer Health Initiative.
The appeal is being made to young adults who have a financial disincentive to buy expensive health insurance.
According to the National Center for Public Policy Research, young people need to sign up for insurance they won't use much in order to cross-subsidize low premiums for older and sicker Americans.
(KUSA-TV © 2013 Multimedia Holdings Corporation)