Blue Shield was the third largest health plan in California, and change was long overdue. With this 68-year old company, culture change was a top priority. My team accelerated this change with innovative internal communications & community programs, as well as edgy consumer advertising and marketing that used both humor and thought-provoking imagery. We infused the company with passionate, high-energy people and ideas who drove higher customer and employee engagement.
What we did: Led cultural transformation, including new brand launch. Executed "California Uncovered" external guerilla campaign, advertising; drove enterprise employee engagement initiatives and high-touch community relations.
Brand marketing, health and wellness, culture and community
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"California Uncovered." In 2008, 1-in-5 Californians went without healthcare coverage. Our unique integrated campaign drove increased awareness and public policy activism through high-profile events across the state. Digital and social content engaged audiences and generated earned media and ad equivalency of over $2M. |
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Ignite! Brand Launch. Blue Shield's 4500 employees joined hands across the state to launch the company's new brand and to celebrate our new identity. Linked by an interactive video broadcast and fun events in each of Blue Shield's primary locations, employees learned about our core value proposition, brand promise, and an exciting new visual identity.
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Wellvolution. This new health and wellness program was offered to consumers and employees alike -- stressing the benefits of proactively getting and staying healthy through diet, exercise, stress reduction, and education. We launched the program with fun events across the state and supported it through recurring content in every communication channel. |
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Blue Shield TV. To support the launch of our new brand -- and to impact culture change and employee engagement -- we filmed our customers and employees and produced a regular cadence of episodes that were informative and fun. We used the familiar medium of reality and broadcast TV to help keep our primary stakeholders connected. |
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Blue Shield Cares. To help influence employee engagement and retention -- and to build the Blue Shield brand in our communities -- our philanthropic arm combined employee gift matching with volunteer opportunities, board service, and employee and local community events in major cities across California.
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 | Shield Happens. Blue Shield's consumer advertising campaign, both in print and broadcast, showcased the often humorous and ironic side of healthcare coverage. We partnered with media and ad agencies to develop scripts, ad buys, and review broadcast productions. |
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