They asked Blue Cross Blue Shield of Michigan wanted to kill the perceptions many consumers had that it was huge, heartless and unaware of the challenges their subscribers face.
We answered with the "For You. For Life." TV/print/radio/collateral campaign featuring subscribers who were living their lives to the fullest. After all, BCBSM helped them deal successfully with their health problems.
This happened Brand associations in annual tracking studies increased significantly year after year during the run of the campaign.