The Colorado Consumer Health Initiative and ProgressNow Colorado Education produced advertisements in October 2013 to get college age people to sign up for the Patient Protection and Affordable Care Act (commonly called “OBamacare”). One ad read:
 
“Brosurance: Keg stands are crazy. Not having health insurance is crazier. Don’t tap into your beer money to cover those medical bills. We got it covered.”
 
“Brosurance” (insurance for “bros,” or brothers) had been cited before on Twitter on February 20, 2012. The “brosurance” term in the 2013 Obamacare ads received a mostly unfavorable reception.
     
 
Wikipedia: Patient Protection and Affordable Care Act
The Patient Protection and Affordable Care Act (PPACA), commonly called the Affordable Care Act (ACA) or “Obamacare”, is a United States federal statute signed into law by President Barack Obama on March 23, 2010. Together with the Health Care and Education Reconciliation Act, it represents the most significant regulatory overhaul of the country’s healthcare system since the passage of Medicare and Medicaid in 1965.
 
Twitter
PD III
‏@pauldriscoll123
@kati_hall @nreichart bro remember that time when I got pulled over driving your car and the bro wanted to see brosurance?
8:44 PM - 29 Feb 12
 
Mother Jones
Yes, the “Brosurance” Keg Stand Obamacare Ad Is Real. Meet the Guy Who Made It.
—By Asawin Suebsaeng| Tue Oct. 22, 2013 10:37 AM PDT
If you are in college, don’t have health insurance, and love doing keg stands, then this ad will speak to you:
(...)
The pro-Obamacare “Brosurance” ad was posted online Tuesday morning. It’s the product of a collaboration between the Colorado Consumer Health Initiative (CCHI) and ProgressNow Colorado Education the same organizations that started ThanksObamacare.org in 2011. The ad—a tongue-in-cheek portrayal of binge-drinking, ostensibly left-leaning “Bros for Life”—,is part of the “got insurance?” campaign, which includes several other ads such as one showcasing grammatically challenged golfing frat boys.
 
“We were really focused on getting the word out to…young adults, families, women, and minority groups,” says Adam Fox, director of strategic engagement for CCHI and one of the guys (bros?) behind the ads. “We were trying to connect with young adults, and we thought, ‘What are things that might connect with college-age folks?’”
 
The Atlantic Wire
The Quest to Get Bros to Buy ‘Brosurance’
ERIC LEVENSON October 22, 2013 1:22 PM ET
A new Obamacare ad campaign wants all you young bucks to know that even the sickest bros sometimes get sick.

The campaign group Thanks Obamacare released several of its “Got Insurance” ads targeted at Colorado residents, encouraging young men to get “Brosurance” because, hey, “Keg stands are crazy.” Another ad quotes a question many a bearded, snapback-wearing dude has asked while golfing and drinking from a red Solo cup: “Yo Mom, do I got insurance?” A third recommends that health insurance would save jorts-wearing bikers from “gnarly” road accidents.
   
BroBible
OBAMACARE
The State of Colorado Launches ‘Brosurance’ Obamacare Ads Featuring Bros Broing Out
by Brandon Wenerd on October 22, 2013 at 3:13pm
As a twenty-something who went a couple of years without health insurance after college, nothing makes me want to go get insured like seeing fratstars in Chubbies fist-pounding and Broing out with their Bros, throwing down kegstands and playing golf.
 
To encourage its young and rowdy male residents to get insured, The Colorado Consumer Health Initiative and ProgressNow Colorado Education launched an Instagram ad targeting Bro residents in Colorado. It’s modeled after the “Got Milk?” campaign. Since CO is the headiest state in the union, there are plenty of them there:
 
“Brosurance: Keg stands are crazy. Not having health insurance is crazier. Don’t tap into your beer money to cover those medical bills. We got it covered.”