Skip to main content


Independence Express hits the road to bring health care reform education directly to consumers

Independence Blue Cross launches new consumer education and outreach initiatives

Philadelphia, PA – Independence Blue Cross announced today the launch of the Independence Express, a new, internet-enabled mobile education and retail health care experience installed in a large tractor-trailer that will travel throughout the region to inform consumers about the Affordable Care Act. IBC is hitting the road to help consumers understand the important changes that are coming this October once open enrollment begins on the new government-run Health Insurance Marketplace.

Independence Blue Cross President and CEO Daniel J. Hilferty, along with IBC associates and members of the public, launched the company’s new consumer-focused education and outreach initiatives during a ribbon cutting ceremony today outside of IBC headquarters on Market Street in Philadelphia.

“Our research shows us that many people in our region are unaware of the big changes that reform is bringing in 2014,” said Hilferty. “As the region’s leading health insurer, it’s our responsibility to go where consumers are and explain how the Affordable Care Act works. We created the big, bold Independence Express to deliver an educational experience that is entertaining and memorable — and we think we’ve done that like no other health care company in the country.”

A new consumer experience
IBC’s Independence Express is an unusual, innovative approach to consumer education and empowerment. The Independence Express will travel to dozens of events and locations in Bucks, Chester, Delaware, Montgomery, and Philadelphia counties. The internet-enabled experience will be particularly important in communities where internet access is limited.

The Independence Express includes:

  • State-of-the-art, internet-enabled, ADA-compliant truck outfitted with computers, educational games and booklets, and meeting space, and staffed by trained health care reform professionals;
  • Independence IQ game show designed to test consumers’ knowledge about the Affordable Care Act, provide important information about the law, and do so in a fun and entertaining format with participant prizes and a live game show host;
  • The Live Fearless photo experience, which gives participants a chance to be photographed “flying high over Philadelphia” or “rowing a boat on the Schuylkill River”. Live Fearless is the tagline of IBC’s current advertising campaign, emphasizing that with the security of health care coverage from Independence Blue Cross, people can live life to its fullest — they can “Live Fearless”; and
  • The Live Fearless Wheel of Life game, which allows users to experience the randomness of life and links the related costs of health coverage to real life situations.

“Our job is to educate and empower people to be better health care consumers,” said Brian Lobley, IBC’s senior vice president of marketing and consumer business. “We’ve worked hard to make that learning easy — and fun. Whether it’s through participating in a quiz show or talking with one of our health care reform experts, consumers will leave the Independence Express knowing what this historic law means for them and their families.”

The next stop for IBC’s Independence Express will be at the Cannstatter VolkFest in Philadelphia over Labor Day weekend. A full list of community locations is available at

The mobile Independence Express is a key element of IBC’s consumer outreach which includes multi-lingual educational materials; online resources like; social media outreach; outreach by trained health care reform experts; and direct mail.

Media Contacts
Kathleen Conlon
Office: (215) 241-4576
Mobile: (267) 319-2399

Laura Hanes
Office: (215) 241-2736
Mobile: (215) 910-0966