(CNN) - The Obama administration will run television ads in some cities during next month's Winter Olympics pushing health care coverage under the Affordable Care Act.
An official with the Department of Health and Human Services said the ads will run in markets with the highest rate of uninsured people during the Olympics. The official would not confirm the cost of the ad buy.
The HHS official said the ads are meant to target the uninsured, focusing specifically on young adults, and the Olympic ad buy is strategic effort to capitalize on increased viewership during the Olympics.
“We are ramping up education and outreach efforts to drive enrollment in the Health Insurance Marketplace as part of a sustained, aggressive campaign for the duration of open enrollment," HHS spokeswoman Joanne Peters said in a statement.
"HHS is using a mix of grassroots activities and stakeholder engagement to raise awareness, as well as targeted television, radio and digital advertising with an emphasis on reaching young and healthy audiences in particular.”