Blue Cross Targets Families In Broadcast, Print Effort

BOSTON – Focusing on the concerns of new parents, Holland Mark Martin Edmund has created a television, print and outdoor campaign for Blue Cross & Blue Shield of Massachusetts that introduces the tagline, “The family plans.”
Peter Meade, executive vice president of corporate affairs for the Boston-based client, said the branding effort constitutes a new positioning that focuses on quality care for families.
In a 30-second television spot now airing, a young couple takes their newborn home from the hospital. They grin and coo at the child in slow motion as a lilting instrumental track plays. An on-screen message appears: “You will never be the most important person in your life again.” The father’s face is then creased with doubt and uncertainty as the couple steps outside.
Sources said the client will spend about $3 million on media for the current campaign, which will appear statewide for the next few months. Blue Cross will likely run the ads, along with a series of new executions, again in the fall during the open enrollment period, when many consumers and businesses switch health plans. Upcoming ads will retain the same overall approach and tone.
Bob Minihan served as creative director. Roger Baldacci wrote the copy, teaming with art director Scott O’Leary. Melodie McDaniel directed the TV spot. Peggy Sirota handled the black-and-white still photography for the print and outdoor executions.
Holland Mark’s first work for the client tended to be ominous in tone and did not use a tagline [Adweek, Dec. 8, 1997].