Nationally enrollment has reached 4.2 million, according to the latest federal tally.
The Obama administration has ramped up awareness efforts in the hopes of meeting its 7 million-person enrollment goal. Expecting a last-minute surge of shoppers, it has hired more operators to staff call centers.
"Our message to the American people is this: you still have time to get covered, but you'll want to sign up today," said U.S. Health and Human Services Secretary Kathleen Sebelius in a press release.
Health advocates in Utah have launched a second social media campaign –– #whatsmorerisky –– urging young healthy residents to get covered.
It features images and comedic "one-liners" tied to movies filmed in Utah, such as The Sandlot, 127 Hours, and Forrest Gump.
"What's more risky than falling for the preacher's daughter?" asks the Footloose-themes ad. "Not having health insurance.