WEST HOLLYWOOD—The city of West Hollywood is trying to recruit young people to sign up for health insurance with the new “Uncovered” campaign.

On December 5, the city announced a new web-based marketing campaign designed to educate and encourage WeHo’s young people to check out the state’s healthcare marketplace, Covered California. The campaign includes “specially-designed images” depicting young adults exposing their midriff and tattooed backs with the caption “Uncovered?”

“We wanted outreach materials that would be slightly edgy and would get people’s attention to help ensure that as many West Hollywood residents as possible can secure health care coverage,” WeHo’s Mayor Abbe Land stated on the City’s website. “We want to make sure that all of our community members have access to all the information and support they need to make the most informed decisions possible when it comes to their health insurance.”

West Hollywood’s Social Services Manager Daphne Dennis told the Canyon News the “Uncovered” campaign targets the segment of the population roughly between the ages of 24 and 34, referred to as the “young invincibles.” This demographic is often part-time or freelance workers that are either underinsured or not insured at all by their employers.

Citing data from the 2010 U.S. Census, Dennis stated that, “among 24 to 34-year-old residents, 35 percent of West Hollywood men are uninsured and 15 percent of women are uninsured,” making young adults the largest uninsured demographic in West Hollywood.

The city partnered with various local non-profit groups to expand the campaign’s efforts, including the LA Gay & Lesbian Center, Actor’s Fund Workshops on Health Care Reform and AIDS Project Los Angeles (APLA). The local agencies can answer community members’ questions about the new health care law and provide assistance in navigating and selecting health care plans through Covered California.

Dennis said the city is also working with Young Invincibles, a national advocacy group for young adults that is currently focusing its efforts on expanding health coverage for underserved Los Angeles residents. Sometime in January, the city plans to facilitate a “Twitter chat” with the public where people can discuss provisions of the Affordable Health Care Act and have their questions answered by certified enrollers.

Changes in the law now will allow young adults to remain on their family’s health care plan until the age of 26 and has made health insurance more affordable and available. Covered California, the portal through whichCalifornia residents and small businesses can calculate, compare and enroll in health care plans, says that Californians who purchase plans by December 23 can expect coverage to take effect on January 1, 2014. Open enrollment will be available through March 31, 2014.

Covered California estimates to enroll 2.3 million Californians with new health care plans by 2017. For the first week of December, Covered California reported 640,404 unique website visitors and will release official statistics for the month of November on Thursday, December 12.

According to the California Department of Health Care Services, 79,891 Californians selected a health plan through Covered California as of November 19.

For more information, visit www.CoveredCA.com or call 1-800-300-1506. TTY for the hearing impaired is 1-888-889-5406.