Wasn’t the Affordable Care Act supposed to be so necessary and sought-after that it would sell itself?

The Obama administration is taking no chances: It is embarking on a multimillion-dollar marketing push, particularly directed at younger people.

Federal officials hope to involve the NFL and NBA in its propaganda campaign, and states are enlisting helpers to canvass — labor unions, community-organizing groups and other traditional liberal supporters — which also involves awarding them millions of dollars in grants….

In addition to this outreach, enrollment “assisters” at community organizations, unions and health clinics will be paid $58 for each enrollee, and also will aid people in signing up for welfare and food stamps. As required by the Motor Voter Act signed by President Bill Clinton in 1993, enrollees in state exchanges also will be asked if they want to register to vote.

These groups are going to have a tough job persuading the public of the virtues of the law.

A new Gallup poll released last week found that 52 percent of Americans disapprove of the health-care overhaul versus 44 percent who approve….

With public opinion downbeat and some of the worst news about climbing costs and premium rates just coming out, backers are now turning to a program of shaming and hectoring people — especially the young, who will be stuck with the largest increases in individual premiums, with little to gain — into buying insurance.

And many of the groups doing the hectoring just happen to be political allies of the administration.

The Columbus Dispatch