The administration’s nationwide marketing campaign for the Affordable Care Act will cost taxpayers nearly $700 million, according to a Thursday report from the Associated Press.
The campaign aims to convince people to sign up for health insurance through the health insurance exchanges created by the law, commonly known as Obamacare.
Observers have warned that the law could face serious problems if people do not buy insurance in the quantities needed to offset the costs of increased coverage for less healthy customers, who can no longer be denied insurance.
The total amount to be spent nationally on publicity, marketing and advertising will be at least $684 million, according to data compiled The Associated Press from federal and state sources.
About 16 percent of Americans are uninsured, but despite years of political debate and media attention, more than three-quarters of them still know little about the law known as “Obamacare,” according to recent surveys. [...]
The Obama administration and many states are launching campaigns this summer to get the word out before enrollment for new benefits begins in October.
The campaign involves a full-court press on a number of different media.
Ads based on research about the uninsured will soon start popping up on radio, TV and social media. Grassroots organizers are recruiting their pastors, barbers and mothers and arming them with carefully worded messages. In some neighborhoods, volunteers will go door-to-door.