GKV developed an integrated campaign for Blue Shield of California during the 2017 Open Enrollment and Annual Enrollment Periods. The messaging reached both core audiences – individuals and families seeking health coverage, as well as adults over age 65.
The campaign tagline — We are California — formed an emotional connection with Californians and tapped into commonalities among the two audiences.
It portrayed Blue Shield of California’s unique, homegrown understanding of shared values and cultural nuances. It allowed Blue Shield’s mission, that all Californians should have access to affordable health care, to shine through the messaging. Campaign executions were developed with relevant imagery and information for each audience through TV, direct mail, print, and digital.