Challenge
Health insurance company Blue Cross Blue Shield of North Carolina or BCBSNC serves more than 3.9 million customers in North Carolina. A key element to their current advertising campaign is called “Live Fearless.” This motivational concept encourages their members to live life to the fullest and gives their members strength to be fearless even in the face of change just as BCBSNC is fearless in the face of a changing healthcare landscape. Contrast Creative worked with the BCBSNC team to produce “Live Fearless: Kay Yow” as part of their ongoing video series. Told through the experiences of former coaching partner, Stephanie Glance, sister and coach Susan Yow, and ESPN broadcaster and former NC State basketball player Debbie Antonelli, Kay Yow’s live fearless story sends a powerful message about determination and resilience even in the face of cancer.
Results
The “Live Fearless: Kay Yow” is featured on the BCBSNC website and YouTube page with more than 900 likes gained on the latter social media platform as of May 2015. In October 2015, the video won a gold international Davey Award for creative excellence in the health and wellness category.