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.​

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