FCB's New Ad Prescription Agency Revamps Campaign for Blue Cross

By Scott Hume





CHICAGO–Foote, Cone & Belding next week launches the second phase of its national image campaign for the Blue Cross and Blue Shield Association, refining the ‘What if?’ creative approach that began in October 1995.





The initial creative pool’s television and print ads featured a montage of common health worries in the form of ‘What if?’ questions. The new creative for the estimated $15 million campaign, a series of eight television spots that break May 12, takes those concerns one at a time, covering such wellness issues as blood pressure, cholesterol, flu shots, cardiovascular fitness and breast cancer.