Blue Cross and Blue Shield of Alabama
Blue Cross and Blue Shield of Alabama (BCBSAL) is the largest provider of health insurance in the state of Alabama. As an Associate Creative Director and lead copywriter for this account, I have concepted and executed four omnichannel campaigns led by broadcast spots. Check them out below.
“The One Thing” Campaign
In 2023, we launched our first new campaign under the Healthier People are Happier People brand platform (more on that platform can be found farther down the page). We learned through research and data that when people set out to feel healthier and happier, the first thing they actually feel is overwhelmed. Half of Alabamians also said that trying to live a healthier lifestyle left them feeling less happy because of this. That’s how “The One Thing” was born. Encouraging people to start with just one thing makes their health goals feel attainable, and recognizing even their small wins reminds them that everything they do to feel better is cause for celebration.
Three TV spots launched the campaign and informed the look and feel of our digital and social creative pieces.
She Took the Stairs :30
Aimed at business decision makers who choose group plans for their employees, this spot puts a fun spin on healthy habits in the workplace — and reminds us that every step toward better health and happiness is worth celebrating
She Slept 8 Hours :30
This spot targeted at BCBSAL’s under-65 audience proves that healthy habits come in many different forms — some can even be done in your pajamas.
He Scheduled It :30
Sometimes your one thing is just taking that first step to prioritizing your well-being, like finally scheduling that doctor’s appointment.
My role: Associate Creative Director, Copywriter
Executive Creative Director: Stephanie Naman
Associate Creative Director, Art Direction: Allison Corbin
TV Spot Directors: Ben/Dave
Production Company: Community Films
Editor: Matt Barron, Company3
Agency Producer: Danica Walker
Strategist: Abby Bennett
Digital and Social
The One Thing landing pages
LinkedIn execution
Animated display banner (laid out frame by frame)
Healthier People are Happier People (Brand Platform)
In 2022, we were tasked with concepting and creating a new brand platform for BCBSAL. The platform centered on one human truth: When we take steps to be our healthiest selves, we become happier, too.
We summed up the platform with a memorable mantra: Healthier People are Happier People. Then we brought it to life across three TV spots — featuring a healthier and “less healthy” version of the same person going through their day — a robust digital and social campaign, out of home pieces, a motivational internal campaign, and creative swag items to bring the healthy and happy feeling home with you.
The brand platform reminds customers that wherever we are in our health journeys, there are small choices we can make every day that will make us just a little bit healthier, and therefore, a little bit happier — and that Blue Cross and Blue Shield of Alabama is here to help us get there.
Bob & Bob
This spot follows Healthy Bob and “Less Healthy” Bob as he heads to work.
Meg & Meg
In a spot targeting BCBSAL’s over-65 audience, grandmother Meg and her “Less Healthy” self spend a day with the grandkids.
Jim & Jim
Jim and his “Less Healthy” self show BCBSAL’s under-65 audience what a successful morning routine looks like.
Collateral Pieces
In addition to traditional out-of-home, digital and social elements, we also created pieces to carry the brand platform throughout BCBSAL’s headquarters in Birmingham to get employees engaged and thinking about ways they can improve their own health and happiness.
My role: Associate Creative Director, Copywriter
Executive Creative Director: Stephanie Naman
Creative Director: Andy Minisman
TV Spot Director: Mike Andrews
Production Company: TOOL
Editor: Matt Barron, Company3
Agency Producer: Sean Reilly
Designer: Vic Stark
Strategist: Andy Abend
“The Right Fit” Campaign
Before the new brand platform, we created an omnichannel campaign focused on the peace of mind we feel when we find something that is right for us — like having the best health insurance coverage. We brought that to life on television by highlighting some less-than-successful attempts at finding something that works for us, and ending with showcasing the feeling of finally finding that right fit.
Healthy Team
In a spot for BCBSAL’s audience comprised of business decision-makers, two bosses try some unorthodox things to keep their employees feeling healthy.
Child’s Play
This spot features a family exploring hobbies for their child — who turns out to be really great at something surprising.
(Yes, that’s really him playing the drums!)
Retirement
A woman tests out new ways to spend her time after retirement.
My role: Associate Creative Director, Copywriter
Executive Creative Director: Stephanie Naman
Creative Director: Andy Minisman
TV Spot Director: Fred Goss
Production Company: Company Films
Editor: Matt Barron, Company3
Agency Producer: Mike LaGattuta
Strategist: Andy Abend