HMS Hallmark Launches Anthem BC/BS Appeal

First Work in New England Marketplace Since Consolidation
CHICAGO–Choice and access are the key messages Anthem Blue Cross and Blue Shield attempts to convey in HMS Hallmark’s first work for the insurer.
“Decide to be healthy” is the tagline for the campaign, which this week on TV, radio and in print in Connecticut, Maine and Kentucky, An-them’s lead markets. The ads will subsequently be rolled out throughout the rest of the system: Colorado, Indiana, Nevada, New Hampshire and Ohio.
Part of the objective is to unify the Anthem brand, as the Indianapolis-based company has steadily added BC and BS state plans to its portfolio over recent years. Maine was the latest pickup.
“It gives a unified strategy across all of our plan states,” said Jay Blumberg, director of corporate brand management for Anthem. At the same time, the campaign can be somewhat customized to regional demographics with media planning and executions that show different age groups, he said.
HMS Hallmark in Columbus, Ohio, won the consolidated Anthem account, previously split among several agencies, in March, following a review in which Fahlgren in Columbus and Bates Midwest in Indianapolis also competed.
The “Decide to be healthy” campaign was based on extensive consumer re-search that showed the importance of choice and access, said Tobi Furman, senior vice president and account director at the agency.
The ads tout not only access to doctors and medical care but to information, partly through an Anthem Web site redesign being handled by HMS’ interactive arm, Motivo. K