In the summer of 2013, when the White House was gearing up to sell the Affordable Care Act, senior aide Valerie Jarrett convened a meeting of some of the nation’s biggest celebrities to secure their advice and help sell the law to the American public.
The meeting brought together singer and actress Jennifer Hudson, actor and on-off White House staffer Kal Penn and comedienne Amy Poehler, as well as Funny or Die’s Mike Farah and YouTube Comedy’s Daniel Kellison, and representatives for Oprah Winfrey, Alicia Keys, and Bon Jovi. Nine months and hundreds of videos, tweets and media appearances later, the White House believes the meeting paid dividends, with the celebrities helping the administration enroll more than 7.04 million people in Obamacare through Monday night, the end of the open enrollment period in the healthcare exchanges.
The celebrity effort was just one component of a broader campaign modeled after Obama’s efforts to win the White House, including rally-style speeches from the president, field efforts on the ground, and targeted messaging to specific communities with high rates of the uninsured. All told, more than 5,000 events were held in support of the enrollment push in the past six weeks, according to the White House, include 45 featuring administration officials. The strategy was coordinated by Senior Communications Advisor Tara McGuinness, with the field campaign bolstered by the addition in October of veteran Obama campaign staffer Marlon Marshall.
Funny Or Die produced more than a half-dozen videos raising awareness about the law, including Obama’s appearance on “Between Two Ferns” with Zach Galifianakis, while LeBron James appeared in a YouTube PSA.
Administration officials point to both appearances as sparking major jumps in traffic to the Healthcare.gov websites. James’ appearance in particular, made it easier to line up other celebrities for the healthcare campaign, further helping line up surrogates.
First Lady Michelle Obama appeared on The Tonight Show with Jimmy Fallon and Joe Biden plugged the law on on the inaugural episode of Late Night with Seth Meyers. Former NBA stars Magic Johnson and Alonzo Mourning appeared in ads produced by the Department of Health and Human Services that aired during March Madness, while
Celebrities, from Ellen DeGeneres to Scrubs star Zach Braff flooded Twitter over the past several days with pleas to #GetCovered, which the White House claims reached about 350 million Twitter followers, and retweeted more than 40,400 times. (Those numbers do not count unique people, since many on Twitter follow multiple celebrities.)
The celebrities appearing in videos in support of the law include YouTube stars Hannah Hart, Tyler Oakley, the Fine Brothers, Nice Peter, ERB, Barely Political, VSauce. The mothers of Jonah Hill, Adam Levine, Alicia Keys and Jennifer Lopez, appeared jointly in a video, while others included Nina Dobrev, Nikki Reed, Zach Braff, Donald Faison, Eva Longoria, Olivia Wilde, Jennifer Hudson, Adam Scott, Elizabeth Banks and Eddie George.
The administration’s final push in support of the law also heavily invested in radio, with the White House saying more than 300 interviews have been given by the President, top administration officials, and surrogates. Since February, the list engaging on radio has included Kobe Bryant, Grant Hill, Kerry Washington, Jonelle Monae, Nia Long, Jurnee Smollett, Star Jones, Tatyana Ali, Nikki Reed, Aisha Tyler, and Dan Rooney, chairman of the Pittsburgh Steelers.
It was a massive effort. To get a sense of the scale, consider this list of celebrity tweets that went out Monday, March 31, the last day of open enrollment, when about 70 celebrities reached out with Twitter accounts connected to more than 90 million other accounts:
Ellen DeGeneres, 28.2 million followers
Ellen DeGeneres@TheEllenShow 29s
Today’s the last day to #GetCovered. Everyone in my house is covered. We even have a covered garage. https://www.healthcare.gov/
Nina Dobrev, 4.54 million Twitter followers / 3.6 million Facebook Likes
TODAY is the last day to #GetCovered Don’t be an April Fool tomorrow and go to http://healthcare.gov NOW! http://youtu.be/pARcZeRoH8w
Zooey Deschanel, 5.43 million followers
zooey deschanel @ZooeyDeschanel 1m
TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now.
John Legend, 5.24 million followers
TODAY is the last day to #GetCovered! Go to http://Healthcare.gov now.
Sarah Silverman, 5.16 million followers
Sarah Silverman@SarahKSilverman 1m
TODAY is the Last Day to #GetCovered y’all. Go to http://Healthcare.gov now
Rainn Wilson, 3.82 million followers
HEY UNINSURED PEOPLE: Today’s your last chance to get health insurance in 2014. http://ofa.bo/cQe #GetCoveredNow http://healthcare.gov
Pharrell Williams, 3.17 million followers
Pharrell Williams @Pharrell 14m
Stay healthy, guys. Today is the last day to #getcovered at http://www.healthcare.gov
Russell Simmons, 3.1 million followers
Russell Simmons@UncleRUSH 42m
Today is the last day to #GetCovered at http://Healthcare.gov!! If you do not healthcare, go to the site NOWWWWWW!!!!!!!
Questlove, 2.95 million followers
Questlove Jenkins@questlove 19m
procrastinators: you’ve put it off forever. can you really afford to NOT #GetCoveredNow? today is last day for 2014 http://bit.ly/1ggsJVP
Alyssa Milano, 2.67 million followers
Alyssa Milano @Alyssa_Milano 1m
TODAY is the last day to #GetCovered . Go to http://Healthcare.gov NOW!
Wil Wheaton, 2.55 million followers
#GeeksGetCovered! RT @Alyssa_Milano: TODAY is the last day to #GetCovered . Go to http://Healthcare.gov NOW!
Conan O’Brien, 2.4 million Facebook Likes
Tyler Oakley, 2.14 million followers
My BFF @BarackObama keeps nagging me to tell y’all that today is the last day to #GetCovered… http://Healthcare.gov – go now, sign up.
Jared Leto, 1.7 million followers
TODAY is the LAST DAY to #GetCovered. Visit http://healthcare.gov + apply now.
kerry washington@kerrywashington 43s
Today is the last day to #GETCOVERED! RT + Sign up now. http://1.usa.gov/HaCX0w
Elizabeth Banks, 1.45 million followers
Elizabeth Banks@ElizabethBanks 55s
TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now.
Shaun White (Facebook Post), 2.6 million Facebook Followers
Chatting w our President and heard it was the last day to #GetCovered…http://bitly.com/SWGetCovered
Zach Braff, 1.39 million followers
There is nothing sexier than someone with health insurance. #GetCovered! Go to http://Healthcare.gov now.
If you randomly get hurt or sick, you shouldn’t lose every dollar you and your family has.
#GetCovered! Go to
now.
TODAY is the Last Day to
#GetCovered! Go to
now.
Olivia Wilde, 1.33 million followers
Don’t stall. This is the LAST day to #GetCovered. Go to http://healthcare.gov and protect your future-self. (Or pay fines later = not fun.)
Sophia Bush, 924K followers
Last day to
#GetCovered! Don’t be a Fool tomorrow. Go to
https://www.youtube.com/watch?v=pARcZeRoH8w&feature=youtu.be …
❤️
Nikki Reed, 719K followers
Nikki Reed@NikkiReed_I_Am 21s
TODAY is the Last Day to #GetCovered! Go to http://www.whosay.com/l/rDU867d now!!!!!!
Rashida Jones, 669K followers
Rashida Jones @iamrashidajones 59s
Come on everybody! Today is the Last Day to #GetCovered. Go http://toHealthcare.gov now and make this happen.
Olivia Munn, 592K followers
Today is the Last Day to #GetCovered. Go to http://Healthcare.gov now.
Shonda Rhimes, 589K followers
shonda rhimes@shondarhimes 30m
People! Get some health care. It’s the last day! https://www.healthcare.gov #Obamacare #freebirthcontrol
David Boreanaz, 565K followers
David Boreanaz @David_Boreanaz 4m
TODAY is the last day to #GetCovered Go to http://Heathcare.gov NOW. #DoIt
Janelle Monae, 517K followers
Janelle Monae@JanelleMonae 15m
TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now.
Kate Walsh, 500K followers
Remember that today is the LAST day to #GetCovered! Visit http://Healthcare.gov now. http://1.usa.gov/1i8ttPy
Team Coco, 465K Twitter Followers
Last day to #GetCoveredNow. Don’t wait for a zombie apocalypse to take your health seriously: http://healthcare.gov pic.twitter.com/emjvX2A9gq
Nia Long, 423K followers
http://Healthcare.gov is the place to go!!!! #GetCovered @BarackObama makes it easy for everyone to have healthcare.
Mia Farrow, 421K followers
Bo-1st-Dog says #GetCovered MT @WhiteHouse: I signed the #ACA so millions could know the peace of mind that comes with health insurance. -bo
Melissa Joan Hart, 405K followers
Retweeted by Melissa Joan Hart
HealthCare.gov@HealthCareGov 3h
http://HealthCare.gov serving consumers. 1.7M+ visits and 364k calls Sunday. Deadline is today for coverage this year. #GetCoveredNow
Melissa Joan Hart@MelissaJoanHart 51m
Yes but don’t want people penalized. RT @swin24: . just RT’d @HealthCareGov. Isn’t she a Republican?
Emily VanCamp, 378K followers
Emily VanCamp@EmilyVanCamp 2m
Today is the last day to #GetCovered ! http://healthcare.gov
Lance Bass, 370K followers
The deadline is finally here! TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now
Hannah Hart, 353K followers
Hey! Independent cool kid who thinks they will live forever! Today is the last day to #GetCovered just in case. http://healthcare.gov
Torrey DeVitto, 328K followers
Torrey DeVitto @TorreyJDeVitto 6m
TODAY is the last day to #GetCovered. Go to http://healthcare.gov NOW! 🙌💗
Mayim Bialik, 327K followers
TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now. you deserve it! don’t be left out!
CAA Foundation, 325K followers
CAA Foundation@caafoundation 1m
Time is almost up – #GetCovered today! Visit http://healthcare.gov + apply now! (via @JaredLeto @zachbraff @Alyssa_Milano)
Aisha Tyler, 313K followers
TODAY is the last day to #GetCovered! If you don’t have health coverage visit http://Healthcare.gov now. You don’t need it, until you do.
Tatyana Ali, 281K followers
It’s March 31st!!! Happy Monday! TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now.
Dule Hill, 239K followers
Twittersphere! The deadline to #GetCovered is today! Go to http://Healthcare.gov https://www.youtube.com/watch?v=pARcZeRoH8w&feature=youtu.be … @NikkiReed_I_Am @ninadobrev @glove
Goku, 215K followers
Today is the Last Day to #GetCovered. Go to http://Healthcare.gov . Then have yourself a Dragon Ball Z marathon.
Brian Baumgartner, 210K followers
Brian Baumgartner@BBBaumgartner 2h
A guy I know once said: if u don’t have Health Insurance… You know… You probably kinda should. Today is the last day to #GetCovered.
Kal Penn, 208K followers
If you like your gonorrhea, you can keep your gonorrhea! Or get health insurance. Or live with gonorrhea. #GetCovered http://healthcare.gov
Star Jones, 184K followers
Don’t want to be an #AprilFool tomorrow? Remember, TODAY is Last Day to #GetCovered. Go to http://Healthcare.gov now. #heartHealth matters
Arielle Kebbel, 166K followers
Arielle Kebbel@ArielleKebbel 1h
Did you know: TODAY is the last day to #GetCovered. Go to http://healthcare.gov NOW! Ps- PLS!!!!!! ;)
Billy Eichner, 159K followers
billy eichner @billyeichner 1m
As a respected diplomat, I want to remind u that today is the last day to #GetCovered! Go to http://Healthcare.gov. pic.twitter.com/qw0tsMRn9L
Scott Foley, 134K followers
Tweeps! TODAY is the LAST DAY to #GetCovered. Go to http://healthcare.gov NOW!
Darby Stanchfield, 123K followers
Darby Stanchfield @darbysofficial 1m
Tweeps! Today is the Last Day to #GetCovered! Go to http://Healthcare.gov to sign up. #FreeBirthControl
John Cho, 113K followers
TODAY is the Last Day to #GetCovered. Go to http://Healthcare.gov now.
Jerome Bettis, 102K followers
Jerome Bettis @JeromeBettis36 10m
Today is the last day to help yourself with health care!! Go to http://Healthcare.gov to sign -up
Jurnee Smollett, 98K followers
jurnee smollett @jurneesmollett 1m
Listen tweeps, over 6mil people have signed up for healthcare. TODAY is the Last Day to #GetCovered! Go to http://Healthcare.gov now.
Amaury Nolasco, 96K followers
Amaury Nolasco@amaury_nolasco 20m
TODAY is the last day to #GetCovered Don’t be an April Fool tomorrow and go to http://healthcare.gov NOW!
Michael Rosenbaum, 91K followers
Michael Rosenbaum @mrosenbaum711 15m
TODAY is the last day to #GetCovered. Go to http://healthcare.gov NOW!
Angela Bassett, 73K followers
Angela Bassett @ImAngelaBassett 1m
I did it. @CourtneyBVance did it. Did you? Click here. NOW. https://www.healthcare.gov/ #GetCovered
Craig Newmark (Founder of Craigslist), 70K followers
craignewmark@craignewmark 55s
Spread the word! Today’s the last day to sign up for health coverage. #GetCoveredNow → http://hc.gov/RUXFYn , pic.twitter.com/CoecJAeRVf
Eric Balfour, 58K followers
ERIC BALFOUR @ERICBALFOUR 57m
TODAY is the last day to #GetCovered. Go to http://healthcare.gov NOW!
Brandon Routh, 50.4K followers
Brandon Routh @BrandonJRouth 2m
Last day to #GetCovered! Don’t be a Fool tomorrow. Go to http://Healthcare.gov https://www.youtube.com/watch?v=pARcZeRoH8w&feature=youtu.be … @NikkiReed_I_Am @ninadobrev @glove
Josh Hopkins, 40K followers
Josh Hopkins @MrJoshHopkins Jan 11
Nothing is more important than our health. Make it your family’s top priority and #GetCovered today.
John Lyman, 32K followers
Are you all signed up or in line for Santoscare? #ACA
Adrianne Palicki @AdriannePalicki 5m
#GetCovered Don’t be a fool tomorrow! Go to http://healthcare.gov now!!!
Leo McGarry, 21K followers
Leo Thomas McGarry@LeoMcGarry 2m
Life is random. Your health care doesn’t have to be. #GetCovered. #YesYou
Donna Moss, 18.2K followers
Donna Moss@donnatella_moss 4h
Last day of open enrolment for Santoscare today. Young invincibles, don’t make me call your mothers. #GetCovered #ACA
Sam Seaborn, 16.8K followers
Still not covered? Go to http://healthcare.gov now. Today is the deadline to #GetCovered for this year.
Jayson Blair, 13K followers
Jayson Blair @Jayson_Blair 29m
TODAY is the last day to #GetCovered Don’t be an April Fool tomorrow y’all. Go to http://healthcare.gov NOW!
More Must-Reads from TIME
- Your Vote Is Safe
- The Best Inventions of 2024
- How the Electoral College Actually Works
- Robert Zemeckis Just Wants to Move You
- Column: Fear and Hoping in Ohio
- How to Break 8 Toxic Communication Habits
- Why Vinegar Is So Good for You
- Meet TIME's Newest Class of Next Generation Leaders
Contact us at letters@time.com