New advertising campaign brings a positive, uplifting message to Philadelphia region updating brand positioning and addressing local consumer sentiment
Philadelphia, PA — Independence Blue Cross (Independence) introduced a new advertising campaign, “Let’s Take Care of You Together,” that demonstrates Independence’s longstanding commitment to caring for people in the communities it serves. During a time when consumers face growing concern over health care reform, a political divide and other tensions, Independence will deliver a message of caring and kindness, promoting a positive, uplifting, and healthy lifestyle.
“As the region’s leading health insurer for more than 80 years, Independence Blue Cross has always cared about the people and families of Southeastern Pennsylvania, from providing access to the largest network of doctors and hospitals to improving overall well-being with a range of community programs, events and sponsorships throughout the region,” said Daniel J. Hilferty, CEO of Independence Health Group. “Our members inspire us every day. We are fortunate to have the opportunity to serve them and we are confident that they will respond to the positive messages in our new ‘Let’s Take Care of You Together’ campaign.”
The ads in the campaign sign off with “We believe there’s caring in all of us,” which speaks not only to Independence’s leadership position in the Philadelphia region but to a larger consumer desire for caring and kindness. The song “I’ll Be There,” by Jess Glynne serves as an anthem in each of the television spots, which showcase small gestures of caring – from sharing an umbrella to offering your hand sanitizer to a stranger.
Independence’s new ad campaign includes television, radio, print, digital, billboards, and social media. “Let’s Take Care of You Together” showcases uplifting every day moments to demonstrate that caring is in all of us. The ads note, “Human beings are born to care for one another. It’s just natural,” which is a reminder that people are inclined to help one another, and most people do.
The advertising campaign was developed by Independence’s agency of record, Philadelphia-based Tierney.