This key demographic is needed to help keep insurance costs lower.
Kaiser Health News: Young Invincibles' Decision: To Get Coverage Or Not
The success of the Affordable Care Act's online marketplaces may depend on people like [26-year-old] Lizzie Bunnen. If healthy adults her age don't sign up, the risk is that predominantly older and sicker members will drive up costs and threaten the portals' future. With the Dec. 23 deadline approaching for January coverage, and at the end of March for all 2014 enrollment, the clock is ticking on what many believe is one of the health law's biggest challenges. As a result, ACA backers have stepped up efforts to persuade Bunnen and others aged 18 to their mid-30s to give Obamacare a second chance on newly improved websites such as healthcare.gov (Hancock, 12/20).
Reuters: Analysis: How The White House Is Rebranding Obamacare For 'Young Invincibles'
Last summer, White House officials planning a nationwide push to urge young adults to enroll in new health insurance plans had a big problem: Polls showed that many young, healthy people who could be key to the success of the Affordable Care Act knew little about it or its October 1 rollout. So the administration, scrambling to create a publicity "buzz" that would ripple across social media, turned to Hollywood (Bohan, 12/21).