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.