“B-Rock O’Breezy” might not persuade a single 26-year-old to enroll in the Obamacare exchanges, but Lee will have plenty of laudatory links and Facebook likes to point to as proof of the project’s success.
Young conservatives, meanwhile, have taken delight in making fun of Democrats’ flailing Obamacare outreach efforts. David Pasch, communications director for the Koch-backed group Generation Opportunity, singled out the Colorado ad campaign: “We had a good laugh when we first saw those ads because they manage to perfectly capture just how clueless the consulting class is when it comes to marketing to young people.”
“The key to reaching young people is authenticity,” Pasch explained. “We can see through bullshit and don’t like to be used as political props.”
But when Generation Opportunity decided to launch its own ad campaign this past fall to convince young people to opt out of Obamacare, it didn’t exactly go the “authenticity” route. Instead, it created a terrifying character dubbed “Creepy Uncle Sam” who pops up uninvited during your doctor’s appointments, at your apartment, and on Snapchat.
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