Anthem Blue Cross and Blue Shield – Our Health Connects Us

Category: Healthcare Products & Services
Brand/Client: Anthem Blue Cross and Blue Shield
Primary Agency: Deutsch Inc.
Media Agency: Media Agency
Contributing Agencies: Contributing Agencies

STRATEGIC CHALLENGE

People don't like insurance. It's complicated. It's frustrating. It's not a category with social currency. As a result, most people don't know much about health insurance companies beyond negative information they get from friends and the media.

And negativity was intensifying in late 2008. Skyrocketing health care costs and widespread mistrust of the health insurance industry was intensified by the health care reform debate. Faced with rising costs and economic realities, picking a health insurance company was increasingly all about price.