BLUE CROSS AND BLUE SHIELD We Cover What Matters campaign
CHALLENGE
With all the questions and fears surrounding The Affordable Care Act, Alabama's leading health insurer needed to not only educate Alabamians about their healthcare options but reassure them that Blue Cross and Blue Shield was still the best choice.
SOLUTION
The "We Cover What Matters" campaign was created to illustrate how BCBS could cover every type of individual, family or business in the state. This fully integrated campaign launched through print, digital, video, social media, B2B, and OOH media. We even created an ACA microsite to explain the new legislation. It established BCBS as the insurer with the most to offer, and it shifted their image to that of a more active, daily health partner.
RESULTS
BCBSAL not only staved off their competition with this campaign, and increased their leadership in the category, but they enhanced their communication scores as well as those that measured trust and customer satisfaction. The campaign won a lot of awards too and it helped make Alabama's offerings the most successful of any BCBS insurance in the nation.
