The campaign comes with the administration behind on their registration targets, with two months left in the open enrollment period before the public is subject to fines for not having insurance.
“As part of our sustained, aggressive outreach to uninsured young adults, we have launched a new television ad targeting moms of young adults — to help raise awareness about new affordable health coverage options available for them in the Health Insurance Marketplace,” said CMS spokesperson Julie Bataille in a statement.
“Young adults see their moms as a trusted information source, and the purchase of health insurance is important to mothers with adult children and to young adults themselves,” she added. “This ad is one more way we are working to reach young adults in ways that will motivate them to sign up for new affordable coverage.”
The ads will run nationally on a number of cable channels, including ABC Family, Hallmark, Lifetime, and Oxygen, through the end of March.
CMS said that the outreach effort would also include grassroots events and enrollment drives to help sign up young people for insurance coverage.
The administration says that approximately 3 million people have signed up for Obamacare through federal and state-run exchanges through January. That figure though is well off the 7 million target the administration hopes to sign up by the end of March.
Enrollments were undercut by the poor performance of the healthcare.gov website, which was riddled with technical issues. Adding to the administration's worries, initial numbers show that only a quarter of enrollees are young adults, below the 40 percent target.
The administration needs more “millennials” to sign up for Obamacare to ensure that younger, healthier consumers can offset older, sicker patients.
CMS’ new ad is the latest effort to target mothers, who the administration sees as pivotal for signing up families — in particular young people. Officials say women are often the key health decision makers for their families.