RDW Backs BC/BS

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RDW Group continues to evolve its “Your plan for life” campaign for Blue Cross/Blue Shield of Rhode Island with new TV spots that began airing last week.

The commercials tout the insurer’s Blue Chip HMO plan and its dental plan.

Visual “timelines,” introduced in last year’s campaign, are again employed, allowing viewers to follow events in the subjects’ lives. But the campaign promotes specific services.

“We’re focusing on product advertising, as opposed to last year’s overall branding campaign,” said Jeff Patch, ecd at the Providence, R.I.,





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