WASHINGTON — On Valentine's Day, the White House and its health care allies amped up their efforts to get uninsured men to sign up for Obamacare through reaching out to the women in their lives with an aggressive social media campaign meant to work with this weekend's National Youth Enrollment Day effort.

Open enrollment ends March 31, and a White House official said Valentine's Day is being used as a kickoff for a 45-day push that will see the Obama administration engage celebrities and work with allied groups to try and get health insurance into conversations between women and the people in their lives they influence.

"Research shows that moms can wield the most influence in helping their family members, especially their adult children, make health care decisions – and this Valentine's Day campaign is another creative way we are hoping moms can help us with the enrollment push," the official said.

Using the hashtag #ACAValentines, the White House kicked things off with tweets from its official account and an Affordable Care Act-themed Valentine's picture from Vice President Biden.

Celebrities and other allies joined the effort.