Ads Featuring Same-Sex Couples Far From Mainstream

Advertisements featuring gay couples are still few and far between, but that is starting to change. This summer, an ad for the UCare health plan attached to buses features real-life couple Kate and Louisa. Pictured taking a break from house painting, the two women are holding hands. The ad reads, “Health care that starts with: Kate and Louisa.”

“Our brand’s tagline is, ‘Health care that starts with you.’ It’s not, ‘Health care that starts with some of you,’ ” said Dan Ness, the company’s marketing director. UCare’s ad campaign, which started running in July, depicts a wide variety of people, Ness said. The company made a deliberate decision to appeal to potential customers from the LGBT community. A television ad UCare that has run since 2011 also features a lesbian couple.