What do moms, librarians and local officials have in common? They are all part of the health law's messaging effort

News outlets report on how a range of organizations and professions could play a role in advancing the Obama administration's effort to get more people to enroll in the health insurance that will become available as a result of the health law.

Politico: Obamacare: Because Mom Said So
All those groups trying to get the "young, invincible" 20-somethings to sign up for Obamacare health insurance have identified a secret weapon. Mom. Advocacy groups from "Moms Rising" to AARP are working to reach the healthy, young adults who don't think they need insurance -- and their mothers who think they do. The groups plan to use everything from paid advertising -- to guilt (Kenen, 6/29).

The Associated Press: Librarians To Help With Health Law
The nation's librarians will be recruited to help people get signed up for insurance under President Barack Obama's health care overhaul. Up to 17,000 U.S. libraries will be part of the effort to get information and crucial computer time to the millions of uninsured Americans who need to get coverage under the law (Johnson, 6/29).

The New York Times: Local Officials Asked To Help On Health Law
The White House is recruiting mayors, county commissioners and other local officials to promote and carry out President Obama's health care law in states like Florida and Texas, where governors are hostile to it. The effort comes as the administration is intensifying its campaign to publicize new health insurance options and to persuade consumers, especially healthy young people, to sign up for coverage when open enrollment starts on Oct. 1 (Pear, 6/29).

The Hill: Report: White House Looks to Local Officials To Promote ObamaCare
The White House is turning to local officials to help educate the public on the benefits of health care reform as the law takes effect, the New York Times is reporting. Faced with opposition from Republican governors in states like Texas and Florida, the White House is hoping that going around those officials will help educate the public on the benefits of a law that remains murky for many Americans (Jaffe, 6/29).

Politico: 5 Messaging Challenges For Obamacare
Obamacare won't have a shot at success unless millions of people sign up for insurance -- the healthy as well as the sick. For that to happen, the White House and its allies will need to make the case that coverage is worth it for the estimated 50 million people who haven't been able to afford or access insurance. Supporters are planning to spend tens of millions of dollars to persuade people to get covered under new health insurance options and explain how to sign up. ... Here are five of the messaging challenges they face (Millman and Kenen, 6/30).