White House Promotes Affordable Care Act With Basketball Campaign

In its continuing effort to target younger customers, the White House is launching a “March Madness” campaign for health care coverage. 

Posted:
 
463239681-chane-behanan-and-montrezl-harrell-of-the-louisville
Chane Behanan and Montrezl Harrell of the Louisville Cardinals celebrate after winning against the Michigan Wolverines during the 2013 NCAA Men's Final Four Championship at the Georgia Dome in Atlanta, April 8, 2013

Streeter Lecka/Getty Images

The White House will be catering to all the basketball junkies with a "March Madness" campaign to bump up insurance enrollment through the Affordable Care Act, The Hill reports. According to the news site, the “16 Sweetest Reasons to Get Covered” bracket will be released on Monday. It will be updated daily based on online votes.

The campaign is the administration's latest attempt to get younger people to sign on. Out of more than 4.2 million who have signed on through the exchanges, the percentage of 18- to 34-year-olds who have enrolled so far remains at 25 percent.

Online videos with athletes and coaches will be a big part of the campaign, The Hill notes. Health and Human Services Secretary Kathleen Sebelius is also expected to tweet about the NCAA basketball tournament. Obama is expected to release his NCAA bracket on Wednesday, an event that received widespread attention last year. 

There will also be an ad with NBA icon LeBron James that will air this week during the games, during which he'll be talking up the exchanges.

Read more at The Hill.