The Obama administration continues its push toward uninsured Americans to sign up for health insurance via the Affordable Care Act. With the popular NCAA Men’s Basketball Tournament set to take place, today the White House will launch a multi-layered effort tied with “March Madness” in order to appeal to those who have yet to enroll.

A White House official detailed the administration’s plans to cleverly market the necessity of health insurance to uninsured individuals of all ages. Considering that casual basketball fans also tune in to the frenzied NCAA tournament, the White House is using the bracket formula that will be familiar to all who have participated in March Madness before.

On Monday, the “16 Sweetest Reasons to Get Covered” bracket will be released and it’s no secret that President Barack Obama (pictured center) is a huge basketball fan. In fact, the tradition that President Obama has started in sharing his NCAA brackets via WhiteHouse.gov is one of the most-visited portions of the site during this time.

The bracket will feature key reasons why uninsured people should sign up under the new healthcare law and will be updated by online votes much like the actual March Madness bracket. On Wednesday, when the President will unveil his NCAA tournament bracket; the healthcare bracket will also be highlighted as well.

There will be several radio and TV spots to push for Affordable Care Act enrollment, and on social media, the #GetCovered hashtag is being promoted to continue the discussion. In one of the ads, Miami Heat superstar Lebron James helps sell the idea of getting insured. Joining James is retired hall of famer Magic Johnson in an earlier recorded spot and Hall Of Fame finalist and former Georgetown University standout Alonzo Mourning.

Watch Lebron James in the #GetCovered video.

Members of Obama’s administration will also aid in the push. Chief of staff Denis McDonough, senior adviser Dan Pfeiffer, senior adviser Phil Schiliro, Secretary of Education Arne Duncan who is a former college player himself, and Health and Human Services Secretary Kathleen Sebelius will all join the effort.

The deadline to sign up for healthcare under the Affordable Care Act is March 31. Stay tuned to WhiteHouse.gov and Healthcare.gov for more.

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