Covered California Resorts to Shame Tactics to Boost Latino Enrollment

Posted: Mar 13, 2014 11:45 AM

Ah, guilt trips: everyone's favorite tactic to get someone to do what they want.

Covered California, the Obamacare exchange of California, released an emotionally-charged video on Tuesday promoting their "Days of Action," which span from March 1 through the 31st. (Why Covered California didn't just deem the month of March their "Month of Action" is still a mystery.) The video begins a Cesar Chavez quote, and then the shaming begins:

To recap: if you are a you Latino living in California who hasn't signed up for Obamacare, you are disappointing all of your ancestors, you're an irresponsible citizen, your grandparents and older relatives are doomed, and you might even be responsible for a man having a heart attack and a pregnant woman looking really sad. Gotcha. Thanks, Dolores!

Despite the extra push to enroll Hispanics in Obamacare, overall enrollment has lagged behind other ethnic groups. This could be for a couple of reasons: one, the Spanish language Obamacare site is unreadable gibberish, and two, the plans themselves are prohibitively expensive.

Young people are desperately needed to enroll to maintain the financial stability of the law. Things must be looking pretty dim if guilt and shame tactics are being employed to get sign-ups.