The latest attempt to get millennials to sign up for Obamacare is a March Madness-type bracket game which went live the day after Selection Sunday, when the full field of teams in the NCAA college basketball championship tournament was set.
The game is introduced by Connecticut Woman's Basketball coach, Geno Auriemma and North Carolina's Men's Coach Roy Williams. Players get to pick the paired winners of the “16 Sweetest Reasons to Get Covered” bracket.
The bracket will be updated all week to reflect the results of an online survey and is timed to coincide with the release of President Barack Obama’s selections for his own NCAA tournament bracket on Wednesday. Last year the president's bracket release got 280,000 views.
This is how the White House explains the program:
Building on our efforts to reach young consumers where they are during the final weeks of open enrollment, next week the Obama administration, well-known athletes, coaches, and other influencers are launching a push around March Madness to encourage tournament fans young and old to sign up for insurance by March 31. This effort will feature PSAs from athletes and coaches, new digital engagement tools and social media blitzes, and targeted interviews on sports radio, including Spanish Language sports radio, throughout the week. Officials from the White House and across the Administration, including many who are former basketball players, will participate in various ways, including White House Chief of Staff Denis McDonough, White House Senior Advisor Dan Pfeiffer, White House Senior Advisor Phil Schiliro, and Secretaries Sebelius and Duncan.
For example, on Monday morning, the White house will release a “16 Sweetest Reasons to Get Covered” bracket listing the top reasons to get health insurance. To introduce the bracket, the White House will release a new online video featuring two of the most recognized coaches in college basketball, talking about the importance of getting health insurance and making sure consumers know about the upcoming March 31st deadline.