Covered California is developing media messages that are “a little edgier” and specifically target young adults, Hidalgo said. The state plans to use a financial security argument, telling young people that insurance can protect them from going broke if they are hospitalized after a car accident, a broken bone or an illness.

“This will have its challenges, kind of like talking to your kids when you are trying to advise them of the right thing to do,” Hidalgo said.

Last week, the state released its rates for health insurance under the exchange. While costs vary based on age and income, young adults with low or middle incomes are likely to receive substantial subsidies — for premiums, deductibles and co-pays. For example, a 21-year-old who earns about $16,000 would pay about $45 each month for the mid-level plan. State officials point out that costs could rise in subsequent years if not enough healthy people enroll.

In an effort to educate and enroll young adults across the state, Covered California also awarded millions of dollars in grants to the University of California, Cal State L.A. and the Los Angeles Unified School District.