Blue Cross NC/Let’s Talk Cost

Challenge: ~40% of North Carolinians blamed health insurers for the rising cost of care.

Solution: Blue Cross NC recognized it must take a leadership position in educating people on the complex reasons behind costly insurance premiums. A series of bold, fully integrated Let’s Talk Cost campaigns did just that.

The series promoted easily digestible and compelling third-party statistics to illuminate cost drivers, later followed by more emotionally charged content.

Result: People engaged and shared content. Polling revealed the number of people who blamed insurers for rising costs was cut by half, while brand affinity increased.

Role: Writer/ACD