Healthier People are Happier People | Blue Cross and Blue Shield of Alabama

A New Brand Platform: Healthier People are Happier People

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 :30
This spot follows Healthy Bob and “Less Healthy” Bob as he heads to work.

Jim & Jim :30
Jim and his “Less Healthy” self show BCBSAL’s under-65 audience what a successful morning routine looks like.

Meg & Meg :30

In a spot targeting BCBSAL’s over-65 audience, grandmother Meg and her “Less Healthy” self spend a day with the grandkids.

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