Obamacare advocates have turned to dogs, cats, birds, hamsters—and yes, even a turtle.

The new Enroll America ad campaign that starts today relies on pets singing their love for you.

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“The thing about animals is that just the image of them tends to soften people,” said a consumer psychologist quoted by USA Today. “Animals open you up, allow you to see the message and pay attention to it.”

The focus of the ad is simply getting people to sign up. USA Today reports that “Enroll America says about 81% of the public doesn’t know about the deadline,” yet the ad never mentions a deadline.

Right—the March 31 deadline to “get covered,” as they say. Because Obamacare forces everyone to purchase government-approved health insurance or pay a penalty. The crooning kitties don’t mention that.

And young women: They believe you are more susceptible to the allure of singing pets.

Obamacare needs young people—and they’re not signing up in droves. Maybe that’s because it’s such a bad deal for them.

The ads are a collaboration between the nonprofit Obamacare advocacy group Enroll America, the Ad Council, and ad firms that have donated their time.

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>>> See two more versions of the ad