With the power of Blue behind you, anyone can take the first steps towards Healthy.
Staying positive -- even in light of the most unexpected diagnosis -- is easier when Blue's got your back.
Life's full of surprises. Surprises that are easier to tackle when you're covered by Blue.
When you carry a Blue card, you're recognized everywhere you go.
A healthy employee is a happy employee. Not to mention a productive one.
In a changing health care environment, all you really need to know is Blue.
BLUECROSS BLUESHIELD
When the Affordable Care Act became law, the health care marketplace became something completely different.
No longer was it a pure B2B play -- something handled exclusively by brokers and HR people. Now, consumers would be free to choose their own health plan. And that meant creating affinity for a brand, just like any consumer product.
Our "Healthy Changes Everything" campaign had helped "warm up" the BlueCross BlueShield brand for Western New Yorkers. But we still had to give consumers a reason to choose Blue.
Research from the national BlueCross BlueShield Association told us that the most attractive quality of the Blues was their reputation. They practically invented health insurance, and had been helping Americans for over 80 years. There was a power to the Blue brand that no other health insurance company could match -- and that power meant something different to everyone.
This "Power of Blue" campaign never made it to market in the form shown here, unfortunately. But I remain convinced its honesty, humanity, and transparency would have been well-received by anyone who was looking for a reason to choose Blue.