BlueCross BlueShield of WNY Launches Campaign Created by EMA

BlueCross BlueShield of Western New York (BCBSWNY) launched a new brand platform campaign last week created by Eric Mower and Associates (EMA). Billboards, TV and print ads, and a radio blog feature the new BCBSWNY tagline that “healthy changes everything.” 

BCBSWNY’s message to businesses and consumers conveys the benefits of leading a healthy lifestyle. Actual BCBSWNY employees star in many of the ads. They illustrate that being healthy is about more than eating right and working out; good health also means laughing, getting enough sleep, spending time with your family, and even trying new vegetables. 

One ad says: “It pays to put healthy on your payroll,” and lists the financial benefits of having workplace wellness programs. Another ad says: “… We believe true health isn’t just measured at a doctor’s office. It’s measured by how many games of catch you can play with your kids … your laugh lines … and how much you can squeeze out of each and every moment life has to offer.” A TV spot shows a little girl at the dinner table, crinkling her nose at the idea of tasting a beet for the first time. The message: “Try something new.” Watch it here. 

The radio blog will chronicle one man’s road to a healthier lifestyle, with daily on-air updates. 

“Whether this platform is talking to consumers, businesses or our own employees, it Talks Human. That’s one of the things that drew us to EMA in the first place,” said Alphonso O’Neil-White, president/CEO of BCBSWNY’s parent, HealthNow New York. “Getting a health care company to make you smile is in and of itself a healthy change. When people see these ads, they’ll know BCBSWNY is not your average health insurance company.” 

“Living healthier can be as simple as eating less, moving more, and doing more of the things that make you happy,” said Tom Merrick, partner and creative director at EMA. “We hope these ads inspire people to take on BCBSWNY’s challenge to make healthy, lasting changes in their lives.” 

The campaign launched in Buffalo, N.Y., and will debut for BlueShield of Northeastern New York in Albany in early 2011. 

EMA provides BCBSWNY with integrated communications support including advertising, marketing and public relations strategy.
 

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