(BLOOMBERG) The Sexiest Man Alive is being enlisted to spice up Obamacare.

Pop singer Adam Levine, who won the designation from People magazine last month, is among the celebrities who’ll be promoting enrollment in online health insurance exchanges as part of a social media campaign kicking off tomorrow.

With enrollment totals behind administration projections after the botched start-up of the federal exchange, 17 state exchanges joined by an advocacy group are drawing on Obama administration allies in entertainment and sports to promote sign-ups, using social media such as Facebook and Twitter.

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