Blue Shield of California
The public advocacy campaign that won.
The hill to climb could not have been steeper: convince the state to reverse course on a decision that would radically impact Blue Shield’s Medi-Cal participating members. The leverageable point: health care policy-makers hadn’t talked to those affected, or their doctors, before going public with the shift. That gave us permission to launch a courageous campaign delivering deeply emotional messaging via a next generation digital media plan. The outcome: 8.7 million completed video view, surprisingly strong website traffic, and a lifesaving change that means everything to tens of thousands of Californians.