By Sarah Ferris - 11/26/14 11:48 AM EST
As millions of Americans hit the malls on Black Friday, the federal government hopes to add something to their shopping lists: ObamaCare.
Kevin Counihan, CEO of the healthcare marketplace, announced Wednesday that the government has partnered with Westfield Shopping Centers to help “get the word out” about this year’s open enrollment.
The partnership is part of a nationwide outreach campaign by the Department of Health and Human Services (HHS), which is aiming for 9 million new sign-ups by next year.
To get there, HHS announced Wednesday that it is also partnering with more than 23,000 local pharmacies across the country that are part of the National Community Pharmacy Association.
The department is also working with a media company called the XO Group, which specifically caters toward newlyweds and first-time parents.
“We’re extremely excited about ways we will continue to communicate about the law,” Counihan said.
Young adults are one of the top enrollment targets for HHS, which needs a balance of ages and healthcare needs to maintain its year-old federal marketplace.
The agency has also been targeting its outreach toward Hispanic families, who are generally more likely to lack insurance.
In the last 10 days, HHS Secretary Sylvia Mathews Burwell has traveled to cities with large Hispanic communities such as Miami; Tampa, Fla.; Houston and San Antonio.
She said Wednesday that new ads will be going up this week, and “focusing on Hispanic media is something we are deeply doing."