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.