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Miami student Mack Sokul, 18, left, fills out a survey at a tent set up by Generation Opportunity, a national conservative organization that targets young adults, while tailgating before the start of an NCAA college football game between Miami and Virginia Tech. It may have been the hottest tailgate party at the University of Miami’s homecoming game, but the 100-yard stretch of free pizza and party tents, was also a carefully crafted strategy aimed at getting students to opt out of President Barack Obama’s controversial new health law.

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Marketing efforts to uninsured youths ramp up

The so-called “young invincibles” are so important to the success of the Affordable Care Act that supporters and detractors are spending millions to reach them with racy ads, social media campaigns and celebrity endorsements.


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