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Multistate Blue Cross Work Highlights Consumer Choice
CHICAGO–Choice and access are the key messages Anthem Blue Cross and Blue Shield attempt to convey in HMS Hallmark’s first work for the insurer.
“Decide to be healthy” is the tagline for the $10-15 million campaign, which broke Aug. 13 on TV, radio and in print in Connecticut, Maine and Kentucky, Anthem’s lead markets. The ads will subsequently be rolled out in the rest of the network: 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 in recent years.
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