When the majority of Americans are against your largest piece of transformative legislation, what is a good Democrat to do? Call on Hollywood to help produce compelling propaganda, of course.
Plans are being discussed to pitch a reality television show about “the trials and tribulations of families living without medical coverage,” according to the Ogilvy plan. The exchange will also seek to have prime-time television shows, like “Modern Family,” “Grey’s Anatomy” and Univision telenovelas, weave the health care law into their plots.
“I’d like to see 10 of the major TV shows, or telenovelas, have people talking about ‘that health insurance thing,’ ” said Peter V. Lee, the exchange’s executive director. “There are good story lines here.”
Although the exchange will not start advertising until next year, the California Endowment, a foundation that has spent $15 million promoting the law, is running newspaper and television ads, including one in which the television personality Dr. Mehmet Oz exhorts viewers to “get educated, get engaged, get enrolled.” That campaign has targeted Hispanics, who make up more than half of the state’s uninsured population.