New ads turn healthcare into a gender issue

The non-profits are duking it out over healthcare, with new campaigns practically every week. Now, the National Women's Law Center has joined the fray with a bold ad from New York agency The Concept Farm that reframes the debate as a gender issue. The tagline, "Being a woman is not a pre-existing condition," pretty much sums it up. But in case you missed the point, there are some nice shots of a domestic-violence victim and a cesarean scar. Apparently, women can also be rejected by insurance companies if they're pregnant or were raped. The NWLC says 25-year-old women have been charged as much as 84 percent more than their male counterparts for health plans that don't even offer maternity coverage … all things I honestly didn't know until I saw the ad. With the mild uproar over last week's suggestion by Sen. Jon Kyl (R-Ariz., moron) that as a man he shouldn't have to pay for a plan that covers maternity care, NWLC's little campaign is getting extra press—and will no doubt spawn more campaigns as other women's non-profits rally around the call. And around Sen. Debbie Stabenow (D-Mich.), who pointed out to Senator Kyl that while he may not need maternity insurance now, his mom probably did. Oh snap, here's one right now from the DNC.

—Posted by Rebecca Cullers

Publish date: October 23, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT