The White House, before the website rollout debacle, stressed that it needed a three-to-one ratio of older-and-sicker versus young-and-healthy people to sign up for the law.

And the underlying message in this tweet — part of a light-hearted campaign that included the same model with his feet up on a coffee table smiling in a Christmas sweater — in many ways, is: “DON’T be like this guy. Get health care.”

“Don’t be this guy sitting around in his pajamas,” a Democratic official told First Read said of the message, who requested anonymity to talk freely. “Have a conversation, and get health care. And it’s poking fun at that” idea of doing nothing.

The official added that this is a way to try and reach a demographic that can be “hard to break through” with.