By Elise Viebeck - 02/05/14 11:41 AM EST
A new national television ad is urging the mothers of young adults to talk to their children about health coverage under ObamaCare.
The latest ad also represents a serious bid for publicity for ObamaCare on the part of federal health officials.
The commercial will air until March 31 on prominent cable channels with a large female viewership, including ABC Family, Oxygen and Lifetime.
The Centers for Medicare and Medicaid Services (CMS) trumpeted the commercial's focus on mothers, saying that they have a serious role to play in their kids' understanding of health insurance.
"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," said CMS spokeswoman Julie Bataille in a statement.
"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 agency did not note the cost of the media buy, but ObamaCare supporters face an uphill battle in competing with a long list of GOP attack ads that feature the law.
In a win for the administration, however, the nonprofit Ad Council began airing pro-enrollment public service announcements starting this week.
The group's campaigns use an average of at least $30 million in donated media space, the announcement stated.