(CNN) – Keg stands. That's one way to promote Obamacare, it seems.
"Brosurance," reads a new web ad that shows a few bros having a good time. "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."
The Colorado Consumer Health Initiative and ProgressNow Colorado Education launched the web ad, along with a series of other meme-like images that target young residents in Colorado, as well as Latino families–two demographics that tend to lack health insurance.
The ads are modeled after the successful "Got Milk?" campaign, with each image saying, "Got Insurance?"
Another "bro" ad that appears to target young men features two guys playing golf.
"My girlfriend broke my heart, so me and the bros went golfing," reads the text on the image. "Then my buddy broke my head. Good thing Mom made sure I got insurance."
Other ads feature mountain climbers, kayakers and cyclists. The health groups are trying to appeal to "our own Colorado twist," says Jenny Davies-Schley, of the Colorado Consumer Health Initiative.
The idea is to make the images go viral, and each ad is easily sharable through a number of different social media agents, like Facebook, Twitter and Instagram.
The sign-up numbers for the state's exchange, Connect for Health Colorado, in the first week weren't stellar, but as officials note, it's still early in the process. According to the exchange, 226 people enrolled for health care insurance in the first week, with 18,174 accounts created on the website
– CNN Senior White House Correspondent Jim Acosta contributed to this report.