Client: Blue Cross of Northeastern Pennsylvania
What we did: Program concept, digital advertising, outdoor, collateral, website, community engagement
Changing brand perceptions, one pound at a time
Blue Cross of Northeastern Pennsylvania (BCNEPA) had become the scapegoat for a community frustrated by rising healthcare costs. The organization asked us to help combat these negative perceptions and improve internal morale by positioning BCNEPA as a partner that works hand-in-hand with its communities.
To bring to life the organization’s commitment to building healthy communities, we developed a fully integrated, year-long initiative: “The Million Pound Meltdown.” Addressing the obesity epidemic, the program featured Gary Marino, a nationally recognized motivational speaker, along with BCNEPA employees who walked and talked their way through a two-week tour spanning the 13-county service area. The initiative also included media partnerships with local TV stations, customer and community events, a campaign website, OOH and digital advertising, an internal launch event, a weight-loss incentive program, and corporate partnerships.
During the first three months, 6,000 individuals registered for the program and more than 21,000 pounds were lost. Subsequent media coverage was consistently more positive, enrollment goals exceeded expectations, and the campaign fostered renewed employee pride, support, and commitment to the brand and the organization.
