Who could influence young adult enrollment most?

Enrolling young, healthy adults is critical to the success of the Washington Health Benefit Exchange.

Enrolling young, healthy adults is critical to the success of the Washington Health Benefit Exchange.

Because young adults make up a large chunk of the uninsured in King County, and because they are critical to the health insurance risk pool, all hands are on deck for reaching out to them.

Young adults are also notoriously uninterested in health insurance and hard to influence. Luckily, experts have found a secret weapon: moms.

Moms are the most trusted source of information among young adults (or “young invincibles,” as they’re sometimes called), according to research cited by the Obama Administration.  HHS Secretary Kathleen Sebelius has been repeating that message to selected audiences across the country.

Carol M. Ostrom at The Seattle Times explains how local outreach efforts will speak to moms, as part of a broader strategy of reaching the uninsured where they live:

Public Health — Seattle & King County, like other lead agencies in counties across the state, is working with a wider network of community groups and agencies to get the word out.

All around the state, these groups are making plans for “outreach events” at festivals, in libraries, farmers markets, community-college campuses, community centers and more.

They’ll visit with people in food-bank lines, piggyback on state programs for the unemployed and arrange sit-downs with immigrant communities.

And, of course, they will try to reach those key young people at ballgames and rock concerts and through messages from their heroes and confidantes. Oh, and their mothers, who were voted most trusted by that age group in focus-group polls.

So, moms, call your kids. Tell them about the importance of health insurance, and send them to Washington Healthplanfinder.

They’re listening more than you think.

Young King County residents are more likely to be uninsured.

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