November 12, 2013 11:20 AM UTC

Brosurance for the ladies

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• by: ProgressNow Colorado

(Promoted by Colorado Pols)

In the last few weeks, you may have caught a glimpse of an ad featuring three 'bros' doing a keg stand that encourages people to check out the new healthcare marketplace and get insurance. Well, that was the handiwork of ProgressNow Colorado Education and our amazing partners, the Colorado Consumer Health Initiative.

When we began work on this project last summer with CCHI, our goal was to make sure Coloradans knew about the availability of health insurance through the new online marketplace called "Connect for Health Colorado", which opened on October 1st. While states that chose to let the federal government create their online insurance marketplaces, Colorado's legislature decided to take matters into their own hands and develop their own. Our online marketplace has experienced very few of the hiccups other states have seen, and to date, over 35,000 Coloradans have enrolled–and will have health insurance beginning January 1, 2014.

We wanted to come up with a clever ad campaign that would reach our target audiences and be different enough that it might just go viral. We came up with the idea to do a play on the iconic 'Got Milk?' campaign called 'Got Insurance?' featuring well-known figures and ordinary Coloradans doing the things we love to do: mountain climbing, kayaking, and…well…keg stands.

Within the first few weeks, 'Brosurance' has been featured by the Wall Street Journal, The Atlantic, CNN, MSNBC, Conan O'Brien, Bill Maher, and Roll Call, as well as the front page of Buzzfeed and Jezebel, just to name a few. Just in the first 24 hours of the campaign's launch alone, #Brosurance was mentioned more than six million times on Twitter, and #GotInsurance more than 1.7 million times.

Yes. The ads went viral.

We're launching our next round of ads today, and we want you to be some of the first folks to see them. Check out the 'Got Insurance?' website and pick your favorite ad–and then share it with your friends on Facebook, Twitter, Pinterest, tumblr, or Instagram.

We hope you like them! We'll continue to roll out more ads in the coming months, so stay tuned for more from the 'Got Insurance?' team, ProgressNow Colorado Education and the Colorado Consumer Health Initiative.

PS – And if you're in the market for healthcare insurance, make sure to enroll by December 15, 2013 for coverage that goes into effect on January 1, 2014.