By Elise Viebeck - 06/18/14 02:20 PM EDT
ObamaCare supporters are launching a new campaign to encourage millions of younger people to sign up for health coverage on the exchanges outside of the official enrollment period.
Young Invincibles, a non-profit group, said its effort is designed to educate millennials about the important life events that can qualify them for the marketplaces at any time.
The summer campaign will include digital ads on Facebook and Twitter, outreach at local events and a variety of online resources about health insurance for people ages 18 to 34.
"Twenty-eight percent of all adults who signed up for health coverage during the Open Enrollment season that ended on March 31 fell into this age group," Young Invincibles stated in a background memo.
"But we still have a way to go. In 2012, more than one in four young adults lacked health insurance. Millennials are still the most likely group of adults to uninsured."
Young Invincibles Senior Policy Analyst Christina Postolowski said that reaching recent college graduates is especially important to her group.
"With college graduation many young people are losing their student health plans and only have 60 days to get covered," Postolowski told The Hill.
"Unless they’re made aware of special enrollment, they may have to wait until November for insurance."
Special enrollment periods highlight one reason it is difficult to get a full snapshot of the exchanges' enrollment in their first year.
People are constantly coming in and dropping out of the system based on their life circumstances.
—This post has been updated.