The White House is now enlisting a powerful force in its bid to build momentum for Obamacare insurance signups -- moms.

Recognizing the power of mobilizing this critical demographic, President Obama and the first lady will meet with a group of moms in the Oval Office on Wednesday afternoon. The photo op is designed to emphasize the "unique role" they have in "helping young adults gain health care coverage," the White House said.

The Obama administration has been trying to highlight progress in enrollments under the Affordable Care Act since a botched Web site rollout severely hampered initial signups over the past two months. And the White House expects the mothers to be an especially important ally in helping enroll young, relatively healthy adults whose participation in the insurance exchanges is critical to bring down insurance premiums.

"The group will discuss the critical role that moms are playing in helping their families and communities access quality, affordable health care," the White House said. "Women are often the health care decision makers for their families and are a key demographic for the ongoing effort to ensure consumers know about the new health benefits available to them under the ACA."

First lady Michelle Obama also will participate in three interviews Wednesday with radio hosts Yolanda Adams, Al Sharpton and Joe Madison in an effort to encourage uninsured African Americans to enroll in the health care program.