June 27, 2013


The Obama administration is reaching out to professional sports leagues and celebrities as it prepares to market the Affordable Care Act (ACA) to young, healthy individuals that they hope to will enroll in the law's health insurance exchanges, The Hill's Elise Viebeck reports.


Health experts say that the participation of healthy, young residents will be key to the success of the exchanges because they can offset higher-cost participants and help keep premiums down.


HHS Secretary Kathleen Sebelius on Monday confirmed that she has discussed ACA promotions with the National Football League for paid advertising and partnerships. The agency has also reportedly contacted the National Basketball Association. In addition, a Major League Baseball spokesperson said the organization had been contacted.



Related: To sell the ACA, Obama may turn to the NBA


Further, the administration is seeking celebrities to promote the ACA, including Eva Longoria, Jay-Z and Beyonce, Pearl Jam guitarist Mike McCready, Pitbull and others, according to Viebeck.

Trevor Neilson—leader of the Global Philanthropy Group, which represents Longoria and others—said his clients are "looking at ways to be involved" with the ACA and other firms likely are doing the same. Advertising experts have suggested that the administration develop a simple tagline to emphasize the law's benefits and ensure that online systems match the tone of the promotional campaign (Viebeck [1], "Healthwatch," The Hill, 6/26; Viebeck [2], "Healthwatch," The Hill, 6/26)

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