Colo. exchange taps brews and bros to reach young invincibles

10/28/2013 | Los Angeles Times (tiered subscription model)

Colorado's social media campaign for the state's health insurance exchange features young men promoting insurance while golfing or doing keg stands; others feature cyclists, mountain climbers and kayakers. "The idea is really to help those populations realize they have some options," Colorado Consumer Health Initiative's Adam Fox said.

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