Just want to throw out an idea that may help solve the issues of convincing young couples to buy insurance, or potential issues with subsidizing insurance.
Instead of working to convince healthy, unmotivated couples, there can be a campaign to try to convince parents to pay for a 10 year term when their kids get married. If the kids see the parents value insurance, they are more likely to learn about the benefits, understand that it's as important as paying food bills, and eventually pay for their own plan.