The Obama camp has recruited librarians and teachers to advertise the president’s national health care initiative. They failed to get the support of the National Football League, but they’re now reportedly hoping to have better luck with America’s moms — including first mom Michelle Obama.
According to the Washington Post, Obama and his allies are taking out paid advertisements to draw moms into their camp:
They put up Web ads on Facebook and Allrecipes.com alongside slogans such as “Moms know best: ‘Get yourself health insurance.’ ” They have enlisted the help of parent-activist groups such as Moms Rising, which has already begun mobilizing its vast network of more than 1 million members and 3 million e-mail subscribers on behalf of the health-care law.
They are collaborating with Elle and Cosmopolitan magazines, organizing mom-oriented wine-and-cheese parties and preparing commercials that will run during shows popular with mothers, such as “Good Morning America.” And soon, they plan to deploy first lady Michelle Obama, the nation’s mother in chief, who has already put her stamp on health-care with her anti-obesity “Let’s Move!” campaign.
The targeted messaging is part of an enormous grass-roots campaign mobilizing this summer and fall to persuade uninsured people to sign up for coverage beginning Oct. 1, when systems are expected to be in place for them to find benefits as well as financial assistance from the government, if they qualify. [...]
“In the end, it will be the moms of America who are going to decide if their families get coverage,” said Celinda Lake, a Democratic pollster who has conducted focus groups for health exchanges in three states. “They will decide and then insist their children and husbands sign up.”
Women, Lake said, are responsible for 80 percent of the health-care spending decisions for families, and they will probably be the ones to delve deeply into the new health insurance options and obligations under the law.
Their influence is particularly strong among men under age 26, who are a key target of advocates because they rarely use medical services and are therefore cheap to insure.