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There’s been no shortage of brand messages over the last few weeks offering hope and gratitude, many aimed at the workers on the front line. But there are only a few industries and … read morebrands that have deep ties to the healthcare community, and are playing a real role in this crisis. Blue Shield of California (BSC) is one of them. From joining forces with California Governor Newsom for a COVID-19 Testing Task Force , waiving fully-insured member out-of-pocket costs, coinsurance, copayments and deductibles for COVID Testing and Treatment through May 31, 2020, offering virtual care (Teladoc and NurseHelp) at no cost to members through May 31, 2020, and providing up to $200 million in direct support to healthcare providers and hospitals, BSC has become a leader in the effort to fight COVID-19 and support communities across California. Having a unique view into the current struggles of the healthcare community, BSC wanted to take a moment to tell a deeper, more authentic story from their perspective. Working with its agency partner, Butler Shine Stern & Partners (BSSP), the brand tapped actual healthcare workers and medical experts within their network to get their perspective, conducting grassroots research and social listening to create a new spot aimed at giving healthcare workers a voice, while saying thank you in the process. “Tough” is centered around a simple concept – shine a light on the authentic, mixed emotions of the healthcare community right now: exhaustion, isolation, confusion, anxiety coupled with resilience, bravery and love. The team didn’t shy away from showing the very real, relatable hardships facing frontline workers and wanted the creative execution to match the message – simple, yet poignant. The spot closes out with stoic black and white portraits of real workers making a difference as we speak. With “stay at home orders” in full effect as BSSP started production, the team had to get creative with their vision to capture images of front line workers. Coincidently, Sam Bayer, the award-winning director and cinematographer, had taken to the streets of Los Angeles to capture his own first-hand account at the front line and shared his unique, proprietary work for this project.
read less...Client
Jeff Robertson – Chief Marketing and Customer Officer
Blair McGrain – Vice President, Brand and Customer Acquisition
Suzanne Buffington – Senior Director Brand, Advertising and Sponsorships
Betsy Bellotti – Senior Brand Strategist
Agency
Jake Bayhem – Strategy Director
Vince Genovese – Executive Director of Integrated Production
Lauren Chatman – Associate Producer
Caitlin Bricker – Account Director
Tony Bossard – Account Supervisor
Megan Siewert – Account Executive
Production
Melissa Ross - MMR
Jillian Derenfield – Operations Director
Post Production: Cleaver Content
Editor – Jason Apple
Music: South Music
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