WHAT THEY WERE UP AGAINST
Blue Cross and Blue Shield of Minnesota (BCBS-MN) has long been the preferred Medicare health insurance option in Minnesota, and a leading advocate for healthy living. But overnight, the brand faced monumental challenges: New for-profit giants entered the marketplace at the same time the federal government terminated their most popular Medicare plan, displacing more than 300,000 members. With a national spotlight shining on growing health disparities and the inactivity of seniors, Yamamoto was tasked to help them weather this perfect storm.
WHAT WE DID TO HELP
Getting older comes with changes, both mentally and physically. One of those changes is the adverse health impact of inactivity: muscle atrophy, weakened bones and an increased risk of injury. At the same time, seniors are inundated with Medicare messages. The rules and terms are always changing, and the numerous plan options can be overwhelming. We wanted to relate to seniors on their terms and remind them BCBS-MN has always been by their side on their health journey. The Minnesota Senior Games was the perfect platform to engage active seniors and capture authentic content in a documentary-style production. During the Games, we followed the preparation and performance of eight athletes aged 60 to 89. Over 11 days, across seven cities, we visited their homes, met their families and captured their stories. This resulted in TV spots, web videos, social content, print ads and a 30-minute film that was featured on every major network across Minnesota.
VIDEO CASE STUDY
Video
TV/Digital Video
Video
TRADE SHOW BOOTH DISPLAY
