ROLE
The hometown healthcare.
CONCEPT
DESIGN
EXECUTION
PRINT | DIGITAL
For over 70 years Blue Cross Blue Shield has been part of the fabric of the Rhode Island community. With an amazing legacy and some colorful individuals — Blue Cross Blue Shield of Rhode Island set out to cement themselves as The Hometown Healthcare.
The insight.
Rhode Island is small. Very small. It is also home to some of the most charismatic, loving bunch of individuals you will find anywhere. To capture the spirit of Blue Cross Blue Shield of Rhode Island's 64yr old age-in community, we tapped into Rhode Island's most valuable resource — its people.
Real lives, real stories — The Real Rhode Island.
Give. Give. Ask.
As an introduction to the Medicare age-in process, potential members were provided with information that would provide value in their day to day lives — ways to stay physically active, hometown recipes, and cost-saving travel tips provided in part by their Rhode Island neighbors.
The
homegrown
digital spot.
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Seniors get social.
Over 60% of individuals age 50-64 and 35% of 65+ currently use social media. Potential members and their loved ones were invited to become a part of The Real Rhode Island campaign — sharing stories, pictures, family recipes, etc. with their neighbors. Some even had the opportunity to star in the campaign.
