About This Project
CareFirst BlueCross BlueShield, the largest health care insurer in the Mid-Atlantic region, serves more than nearly 3.4 million members in Maryland, Washington D.C. and Northern Virginia. In 2013, on the verge of health care reform, CareFirst recognized the need to continuously build on their brand awareness and loyalty while attracting new members.
The “There for you then. Here for you now.” campaign reminded consumers that CareFirst is the trusted plan their parents had used to help them feel better when they were younger. And now, as young adults, in the face of Health Care Reform, CareFirst is the plan to turn to in order to stay healthy. GKV created TV, digital and print executions to support the concept, and also took to the streets in the “CareForce One” mobile unit, touring Maryland and helping consumers make sense of a confusing topic.