The White House just tweeted this:

Take it from this guy: Insurance companies can no longer put lifetime limits on your coverage (h/t @AdorableCareAct) pic.twitter.com/ToSlV7fz0l — The White House (@WhiteHouse) September 26, 2013

The proprietors of the @AdorableCareAct account, where the image originated, remain at large. They've not yet replied to our inquiry. The campaign is primarily focused on publicizing the opening of the exchanges and promoting healthcare.gov. There's an Adorable Care Act Tumblr, too.

Get your ducks in a row—visit http://t.co/oB4N8EhEuV to #GetCovered starting Oct 1! pic.twitter.com/dtxAx7yKuB — Adorable Care Act (@AdorableCareAct) September 26, 2013

Don't be a sad panda - health insurance marketplaces open in just 5 days! pic.twitter.com/dKvanSJUxb — Adorable Care Act (@AdorableCareAct) September 25, 2013

Only about a quarter of U.S. adults say they understand the ACA well. Maybe this sort of campaign could be effective in engaging a wider audience—in which case it could be one of those things that looks silly and trivial but isn't. The contrast between this and the recent anti-ACA Uncle Sam sodomy imagery is also stark.

Clearly the stakes are high.