President Obama is aggressively selling his health care plan to both the American people and the U.S. Congress. On Tuesday the House unveiled its health care reform bill and yesterday the Senate got its plan through committee—by a slim margin. Both plans guarantee insurance for most Americans. But they raise taxes on high-income people while providing subsidies to Americans at moderate-to low income levels. Both plans also penalize employers who do not provide health benefits to workers. For a look at how the president is selling the plan, The Takeaway talks to Celinda Lake, a Democratic strategist and the president of Lake Research.

Here is one way the plan is being sold—Heartfelt advertising: