ObamaCare's state-based marketplaces are partnering with an enrollment group in a new attempt to boost young people's interest in the healthcare law.
The campaign from Covered California, Enroll America and other exchanges will livestream an ObamaCare-themed variety show from Los Angeles on Thursday, according to an advisory.
The six-hour show is designed to feature prominently on social media sites and contains viral content urging people to shop for ObamaCare coverage, the announcement stated.
Comedy video website Funny or Die will participate, but it is unclear whether A-List stars connected to the group will be involved. The event will air on YouTube live as well as the campaign's website.
The "Tell A Friend — Get Covered" effort is the latest in a series of promotions designed to get young people to sign up private plans under the healthcare law.
Young, healthy enrollees are crucial to ObamaCare's success, as they will help to balance out the rush of older, sicker people who are more likely to purchase health insurance.
The Department of Health and Human Services reported Monday that roughly one-quarter of enrollees in ObamaCare's private plans are younger people.
The number is far below the administration's hope, but with two-and-a-half months left before enrollment closes, supporters say they still have time to boost the figure.
Thursday's event marks the beginning of a new chapter in officials' plan to sell ObamaCare to the public.
Promotional campaigns were put on hold last fall when the law's main enrollment website launched with massive technical problems.
Controversy that engulfed the White House for months has since subsided as HealthCare.gov and its enrollment figures have improved.
The Obama administration is planning to run ads for the healthcare law during the Winter Olympics, and a representative for the "Tell A Friend" campaign said it is "100 percent" backed by the White House.