comScore Owning It: Obama Campaign Hawks ‘Obamacare’ And ‘BFD’ Merch | Mediaite

Owning It: Obama Campaign Hawks ‘Obamacare’ And ‘BFD’ Merch

One of the more positive outcomes of the Supreme Court’s decision to uphold President Obama‘s Affordable Care Act, at least from the perspective of the President’s supporters, is that the Obama reelection team has immediately shown a new willingness to campaign on the President’s signature legislative accomplishment. They’re currently selling “Health Reform Still A BFD” t-shirts, and in an email to supporters this morning, offered “I Like Obamacare” bumper stickers to donors.

Following the announcement of the Court’s decision, the campaign tweeted “Still a BFD,” a reference to Vice President Joe Biden‘s famous f-bomb as he introduced President Obama at the signing of the Affordable Care Act. The tweet contained a link to the Barack Obama Store page for the $30 “Health Reform Still A BFD” t-shirts.

Conservatives, of course, feigned mock outrage at the campaign’s non-use of profanity, led by usual suspects like and Gateway Pundit’s Jim Hoft. I could understand a real, principled opposition to the use of profanity, but I didn’t hear much agita when President Bush called a New York Times reporter a “major league asshole” (for the record, I didn’t mind, either; at least he didn’t call him a semi-pro dickface), and there was no actual profanity used, anyway.

More interesting, though, is the “Obamacare” bumper sticker. From Obama campaign manager Stephanie Cutter’s email to supporters:

The Supreme Court ruling on health reform means that the law that’s already helping millions of families can go right on doing that.
But let’s not kid ourselves: What happened yesterday means nothing if Mitt Romney is given the chance to repeal Obamacare.
We have to win this election. Tomorrow is the biggest fundraising deadline we’ve faced on this campaign.

Support President Obama with a donation of $5 or more today and you’ll get your free Obamacare bumper sticker:
Get your bumper sticker today.

Let’s go,


Stephanie Cutter
Deputy Campaign Manager
Obama for America

The right tried to nail President Obama to his health care reform plan early on, as they had done with Hillary Clinton in the 90s, by re-dubbing it “Obamacare.” The President has taken a lot of criticism due to the perception that his administration was out-messaged on health care following passage of the Affordable Care Act, a perception that’s aided by the fact that many Democrats ran away from Obamacare during the midterms.

While President Obama has taken a few stabs at reclaiming the “Obamacare” label, this bumper sticker is a major step toward taking advantage of the free branding that Republicans have been tirelessly working on for years. Now that the media has come around to the idea that Obamacare isn’t a political liability, that snappy, effective label is perfect for a bumper sticker.

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