(Reuters) Last summer, White House officials planning a nationwide push to urge young adults to enroll in new health insurance plans had a big problem: Polls showed that many young, healthy people who could be key to the success of the Affordable Care Act knew little about it or its October 1 rollout.

So the administration, scrambling to create a publicity “buzz” that would ripple across social media, turned to Hollywood. Stars such as pop singer Lady Gaga – a Twitter icon with nearly 41 million followers – singer John Legend (5 million followers) and actress Olivia Wilde (1.2 million followers) tweeted messages urging their fans to “get covered” by the program known as Obamacare.

The tweets faded quickly, though …

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