Dive Brief: 

• The Affordable Care Act needs more young, healthy adults to enroll in programs from the marketplace to offset the costs of older, sicker enrollees. 
• Marketing efforts for these plans have been ramped up, including commercials, social media efforts and celebrity endorsements. 
• Opponents of the ACA have also set their sights on the young crowd, with groups like Generation Opportunity spreading their own message through college tailgate parties. 

Dive Insight: 

The efforts to recruit young adults have been extensive, but it's troubling that several of the young adults interviewed said they hadn't seen any of the marketing directed at them. Proponents of ACA also have to struggle with many young adults' ideas that they don't need health insurance if they are healthy. Another complaint from young adults that have seen the marketing efforts is that it is flashy, but not informative enough. For a very complex and confusing issue, ACA marketers should be more aware of that.