Philadelphia, PA – Independence Blue Cross (IBC) introduces a new advertising campaign today, “Live Fearless,” that demonstrates how IBC can help consumers with what they care about most: peace of mind so they can live their lives to the fullest and still count on having quality health care when they need it. The “Live Fearless” ad campaign builds on the success of the brand positioning and ad campaign “Changing the game,” that IBC launched in 2012, at the same time it redesigned its logo.
“Last year, we demonstrated how we’re 75 years strong and still ‘Changing the Game,’ leading the way in transforming the delivery of health care,” said Daniel J. Hilferty, IBC president and CEO. “With our new campaign, we show how we give our members strength to be fearless, even in the face of change. We are reform ready, taking the worry away for customers about what’s ahead with the changing health care landscape.”
The new ad campaign, which will run in southeastern Pennsylvania until early 2014, includes television, radio, print, digital, billboards, and social media. The “Live Fearless” ads feature people living life to the fullest – from adventurous activities such as skateboarding and preparing to fly a plane to simple pleasures like holding a baby or hugging a loved one. Narrated by a young girl, the ads take consumers back to the feelings of childhood, when they were truly free of burden and worry. The ads ask, “When was the last time you felt free? Free of worry. Free of uncertainty. It’s time to uncover that feeling again. Because you are protected.”
The consumer-focused advertising message speaks directly to how IBC, the leading insurer in southeastern Pennsylvania, can help during this time of unprecedented change in health care. With more than 155 hospitals and more than 42,500 doctors in the IBC network, consumers can be assured that there is no better way to protect their health and their family’s health, according to Hilferty. “We’ve been committed to making health care work in southeastern Pennsylvania for 75 years and this campaign demonstrates that today our commitment is stronger than ever.”
IBC is one of 16 Blue Cross and Blue Shield plans to use the “Live Fearless” ad campaign, which was created by the Chicago firm McGarryBowen and adapted locally by Philadelphia-based Tierney, IBC’s agency of record.