Cutout Cutups

Anthem Blue Cross and Blue Shield in Columbus, Ohio, has found an interesting way to make healthcare advertising fun.
One print ad in Anthem’s “Did you know?” campaign from HMS Partners, also in Columbus, shows a baseball player crashing through an outfield fence to catch a ball. “Did you know that vitamin D can help strengthen your bones?” reads the copy.
Anthem, which sponsors the baby care center at the Paramount Kings Island amusement park outside Cincinnati, decided to give the ad some big exposure. It produced an eight-foot-tall version, installed it on a base and cut out the gap shown in the outfield wall.
The finished product became a popular photo spot for parents and kids, who “loved to pretend they were the players of the week,” said Kim Ream, Anthem’s community relations project manager. –Scott Hume