FCB Gets Spiritual for Blues

New Campaign for Health Insurer Takes Holistic Approach
CHICAGO–FCB Worldwide takes a holistic approach to health in its new campaign for Blue Cross and Blue Shield, suggesting a card from the insurer protects the mind and spirit as well as the body.
The campaign, based on ideas presented when FCB saved the $20 million account in a review last summer, offers a message of empowerment to consumers who often feel helpless about their healthcare options, said Lauren Watson, a creative director at the Chicago shop.
“Everyone’s getting more into alternative medicine, taking charge of their own health,” Watson said. “We decided your total health is not just your body, but your mind and spirit also.”
Four spots break this week on morning network news shows and run through June, with another media schedule in the fall to coincide with traditional insurance enrollment periods. Print runs a similar schedule in news weeklies.
TV spots in the campaign take different points of view, one from a mother, another from a father, a third from a working woman. The montage of people and families in action is admittedly not a new approach for the category, but Watson said she thinks this work has a fresh take emotionally.
A frame within the shot–the shape of a Blue Cross member’s card–highlights aspects of the scene. The theme, as voiced for individual shots by the voiceover, is, “Take care of your mind, your body, your spirit, your health.” Spots featuring a parent change copy to “their mind, etc.,” while one featuring a single woman uses “My” as the pronoun.
“The graphic treatment is more contemporary; they want to link the card ( to the brand) since that’s ultimately all you have,” Watson said.
FCB’s previous work for the Chicago client was tagged, “What if?” Blue Cross called an agency review last year that came down to FCB and Ogilvy & Mather, Chicago, before deciding to stick with the incumbent. K