BLUE CROSS OF IDAHO

Covered

Blue Cross of Idaho needed to bring more uninsured individuals and small businesses into the fold, groups we found had the perception that the prices were too high. To change this perception, we created a direct mail campaign promoting affordable Blue Cross plans through a strong price point focus supported by copy that told the audience how their needs were “covered.” The work raised awareness, drove inquiries and helped Idaho’s Big Blue become the fastest-growing Blue Cross division in the nation.