Committed to Good

As a regional leader and most preferred payer, Independence Blue Cross (IBX) still grapples with a category challenge: consumers view health insurance as a grudge purchase and don’t see value in having a relationship with their payer. In order to illuminate IBX’s essential role within healthcare, Tierney developed a new brand position and creative expression. Our goal was to advance IBX’s ownable, unique connection with consumers, and also help the brand face out consistently across each consumer touchpoint. Tierney’s brand positioning, Independence promises to inspire confidence in the pursuit of your healthiest life led to the “Committed to Good” campaign, a multi-channel effort that underscores the strength and support IBX provides to members and their families, each and every day. The IBX letters are a core component of the campaign, representing the brand as a friendly helping hand on one’s health journey, an advocate connecting members to the strongest network in the region, and a partner helping them tap into all the possibilities ahead. Running during the 2023 Open Enrollment season, the campaign seeks to increase enrollment year over year and maintain existing membership.