Blue Cross Blue Shield of Massachusetts

The Challenge

When Blue Cross Blue Shield of Massachusetts (BCBSMA) embarked on one of its most ambitious multicultural branding initiatives, their agency of record, PARTNERS+Simons, sought our expertise to meet the challenge.

Strategy

We recommended reaching out to the Latino community, the state’s largest and fastest growing segment, with a community health campaign. To us, this meant more than simply creating a Spanish-language campaign. It meant developing messages that would emotionally engage and persuade the community to take a proactive approach to better their health.

The Solution

Through extensive interviews with local Latino doctors and health professionals we identified the direction of the campaign. Diabetes and women’s health emerged as two issues of vital concern, and this became the focus of the campaign. The call-to-action encouraged a proactive approach to exercise, diet, testing and screening. And who better to deliver those messages but the Latino doctors and patients we interviewed! Dr. Enrique Caballero, head of the Latino Diabetes Initiative at Joslin Diabetes Clinic, Dr. Sonia Ordoñez from Beth Israel Deaconess Health Care Chelsea and two of their patients were featured in TV and radio spots and print ads.

Results

Pre and post research studies demonstrated the campaign’s effectiveness at motivating and educating the community. Respondents stated that the ads encouraged them to take better care of themselves and motivated them to ask their doctors about testing. "It is better to prevent than to cure," says Dr. Sonia Ordoñez in one of the commercials, a sentiment that not only echoed throughout the integrated campaign – but also echoed in the hearts of the Latino community.

SELECTED MEDIA:
[TV SPOTS] - [RADIO SPOTS] - [TRANSIT CARDS]

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BCBS: RADIO SPOTS (Spanish)

Gestational Diabetes Get Tested Mothers, Get Tested Prevention

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