Photo from Blue Cross ad campaign courtesy of Allen & Gerritsen.
Photo from Blue Cross ad campaign courtesy of Allen & Gerritsen.

Blue Cross Blue Shield of Massachusetts, the state’s largest health insurer, is launching a new marketing campaign that suggests that Blue Cross is more than just a health plan; it’s a plan that recognizes the individuality of its members.

The title of the campaign: “Blue Cross Blue Shield of You.”

The campaign, which looks to deepen the emotional connection between Blue Cross and its plan members, was created by Boston ad agency Allen & Gerritsen, which was selected by Blue Cross Blue Shield of Massachusetts as its agency of record in June. This is Blue Cross’s first marketing effort since Allen & Gerritsen won the account.

Advertisement - Continue Reading Below

Ads in the campaign tell the stories of plan members in their own words and highlight the “freedom, independence and support” they receive from Blue Cross Blue Shield of Massachusetts, which allows each of them to live the life they choose.

In a statement, Timothy O’Brien, senior vice president of sales and marketing for Blue Cross Blue Shield of Massachusetts, said, “We are honored to be the trusted health plan for each and every one of our 2.8 million members and are excited that this campaign showcases the security and peace of mind you have by choosing Blue Cross as your health plan.”

In a separate statement, Allen & Gerritsen creative director Doug Gould added, “It reminds us that the company is more than just Blue Cross Blue Shield of Massachusetts, its Blue Cross Blue Shield of overcoming adversity, of growing families, of small businesses, of changing lives, and of living with peace of mind.”

Allen & Gerritsen clients include office supply giant Staples Inc., Temple University, Yuengling beer, the Hannaford supermarket chain, and the Museum of Science.