Blue Cross NC
Bolstering a not-for-profit insurer’s reputation amid rising health care costs.
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CREATIVE DIRECTION • COMMUNICATIONS STRATEGY • DESIGN • COPYWRITING
How do you make everyday people connect to an insurance company?
2023 was a difficult year for Blue Cross and Blue Shield of North Carolina.
Faced with a challenging media environment following the state treasury's decision to award the State Health Plan contract to a competitor after 40 years with Blue Cross NC, the company turned to APCO to help safeguard and fortify their reputation as the state’s #1 health insurer, counteract negative perceptions, and provide positive air cover as they navigated uncertain terrain.
We knew from out research that the cost of care was always the number one driver for an insurer’s brand. While no insurer can control the cost of the health care system alone, there are many actors and pressures at play, including competition from national for profit insurance companies. We also knew that network of coverage was another major factor. Luckily, Blue Cross NC was competitive on both fronts.
We also knew that the Blue Cross NC’s deep history in the state was an essential differentiator from competitors with the local advantage allowing them to fully understand and provide for the unique needs of communities.
You remind them that the company is made of neighbors and community members who are equally aware and impacted by local challenges and are invested in solving them.
We launched the TV spot above within three weeks of campaign kickoff, but the campaign really came to life when we launched our Changemaker series later in the year (videos below).
Because of our existing work with Blue Cross NC’s blog team, we were able to swiftly identify people and stories and create highly evocative vignettes about issues ranging from Black maternal health to generational trauma to addiction. APCO produced and filmed each video onsite at community partner locations across the state. Throughout the process, we partnered with stakeholders at Blue Cross NC to make sure priority messaging was front and center.
Enter “Here for All,” a human storytelling series focused on highly inspiring people and partnerships taking place across the state.
Collaborating closely with Blue Cross NC’s brand team, APCO was able to deliver quick-turn, top-tier creative that communicated the brand’s “local presence” to target audiences in a rich orchestration of original video ads, audio spots, social placements, media sponsorships, and billboards spread across every county in the state.