CareFirst appeal to millennials wins “Best Digital Campaign” category at Baltimore Addys

Facing Healthcare Reform, CareFirst BlueCross BlueShield sought ways to break through the clutter of messages that were all targeting the millennial population. For many in this audience, healthcare is not seen as a necessity as they have an “invincible” mentality.

As part of a communications effort, GKV included a series of pre-roll videos that caught the viewer’s attention by promising an “At-home X-ray Manual” and a DVD to “Set your own Broken Bones” and the popular “DIY Stitches Kit.” All Not Smart ideas.  Smarter to “not go at it alone” and choose smart. Choose CareFirst.