A well-coordinated campaign.
The healthcare system has many moving parts. The trick is getting them all to work together. In this integrated campaign, we used the human body as a metaphor to show how Independence Blue Cross is leading the way to make healthcare more coordinated. With hurdlers, swimmers, and skateboarders across digital, video, outdoor, and PR, we demonstrated the complexities of healthcare in ways that everyday people could understand. We launched this campaign in the middle of healthcare reform as new competitors were entering the marketplace. We threaded messaging into social content and embedded it in news coverage and thought leadership opportunities. Altogether, it helped position Independence Blue Cross as the one healthcare company that is changing the game and solidified its position as the number one healthcare provider in the region. .