Blue Cross Blue Shield of Rhode Island
A love letter to the Ocean State.
It was the worst of times but the best of people. This is what Blue Cross and Blue Shield of Rhode Island experienced every day throughout the pandemic. After two years of deciphering unclear information, delivering difficult news, and pivoting on a dime to save lives and support healthcare workers, they knew that the people of their great state had endured even more. So, instead of coming out with a chest-beating campaign in response, we turned the cameras around and created a love letter to Rhode Island.
Much of this campaign was created spontaneously in neighborhoods, parks, and workplaces, with real Rhode Islanders doing what they do. The mom-and-baby spot featured a local, well-known advocate for body positivity with a growing YouTube following. The seniors spot was scripted but showcased two veteran Rhode Island actors who gave it an authentic insider bent.
The goal was to promote community, goodwill, and a message of collective strength and hope. Blue Cross reported phenomenal results, which caused them to run it for subsequent years.
