The One Thing | Blue Cross and Blue Shield of Alabama

“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.

Digital and Social

The One Thing landing pages

LinkedIn execution

Animated display banner (laid out frame by frame)

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