It’s the story of contemporary America — one president in mom jeans just isn’t enough.
Per Yahoo! News, the administration is continuing to pitch mothers on getting their children to enroll on the Obamacare exchanges with a new digital campaign that will get people “buzzing.” Sure enough, it’s difficult to ignore dad in a cutoff t-shirt with a “MOM” tattoo and a closeup of mom’s denim:
Mom may love her comfy jeans, but she’ll love it when you #GetCovered, too: http://t.co/CCIiQwHWvc, pic.twitter.com/BRhrWqygCj
— HHS.gov (@HHSGov) February 5, 2014
Coming soon from the Obama administration’s new musical “The Sound of Health Care,” the lead single “Mom’s Favorite Things,” featuring such lyrics as High-rising blue jeans and Bobby with health care / Macy’s and Nordstrom and messaging warfare / Joy that my child’s monthly premium brings / These are a few of mom’s favorite things. (Is it really that infeasible?)
The focus on mothers builds off of a straightforward, 30-second video spot released late last month that features a mom talking to her son about Healthcare.gov, as well as a publicized meeting among President Obama, the First Lady, and eight mothers in December.
“There’s something about moms,” the president said at the gathering. “That, number one, they’ve got credibility generally; number two, women oftentimes are the ones who are making the health-care decisions of the family; number three, moms can tell young people [who] think they’re invincible that they’re not and prod them to at least get information.”
Official language from the Centers for Medicare and Medicaid Services states that such individuals are central to the health care marketing effort.
“Health insurance is typically seen as important by mothers of young adults and by young adults,” a July 2013 document from CMS states. “While being uninsured is not always a pressing concern for them, there are strong concerns about unexpected accidents and illnesses, financial ‘ruin’ from medical bills, and increased health risks due to family history.”
It’s been well-documented that the participation of young adults in Obamacare is central to the law’s financial viability. Their enrollment — which initial returns show is behind the pace that the administration projected — is key to help subsidize the costs of older, sicker Americans.
