The White House just tweeted this:
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.
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.