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Independence Blue Cross debuts new “Changing the Game” position, creative campaign

Campaign to debut during 2012 Olympic Games Opening Ceremonies

Philadelphia, PA – Independence Blue Cross (IBC) today introduces a new brand position and advertising campaign that highlights the benefits of a better coordinated health care system that places members’ health and wellness at the center of everything the company does. IBC is leading the transformation of health care in southeastern Pennsylvania by delivering access to high-quality patient care and lowering costs for consumers — truly changing the game. The compelling new advertising campaign debuts July 27 during the opening ceremonies of the 2012 Olympic Games on NBC, and launches a new tagline, “Changing the game.”

“As the region’s number one health insurer, Independence Blue Cross is uniquely positioned to drive improvement in the quality of care. We have the vision, resources, and partnerships with leading hospitals, doctors, and specialists to reward quality of care over volume, and to move from a model that reacts to illness to one focused on preventing it,” said Daniel J. Hilferty, IBC president and CEO. “This new campaign highlights our commitment to building a better health care system — to ‘changing the game.’”

The new ad campaign, which spans television, radio, print, digital, transit signage, and billboards, uses the human body as a metaphor for the power of perfect coordination. As the human body has many complicated moving parts that all work together seamlessly, the ads ask, “Wouldn’t it be nice if our health care were this coordinated?”

The new tagline, “Changing the game,” signals that at a time of remarkable transformation in health care in the United States, IBC is leading the way with changes that will ultimately deliver improved care.

IBC redesigned its 20-year old logo to reinforce the trusted Blue brand through a more contemporary, bold, yet friendly mark. The company’s newly redesigned logo now consists of the word “Independence” followed by the iconic blue cross graphic.

“At Independence Blue Cross, we see a day when patients, physicians, nurses, and hospitals are all seamlessly connected through improved coordination, better access to information, and doctor-patient accountability, resulting in better quality care and lower costs. And we are the company that is making it happen,” stated Hilferty.

The advertising campaign was developed by IBC’s agency of record, Philadelphia-based Tierney. New York-based branding experts Siegel+Gale developed the redesigned brand logo.