Blue Shield of California: Graduation

Despite more and more brands leaning into values-driven marketing to address today’s most pressing cultural issues - the COVID-19 pandemic and the public service messages surrounding it continue to be a grey area for most. Not for Blue Shield of California (BSC). Over the last year, the brand has tackled the most pressing topics gripping its community - from the plight of frontline workers and the mask debate to the inequality facing women. Now, the brand has turned its attention to the COVID-19 vaccine. As one of the largest U.S. states, California is in the headlines nearly every day about how it’s handling the vaccine rollout. BSC’s newest commercial aims to change the tone of that conversation and combat some of the misinformation surrounding COVID-19, spotlighting the stories of why people should get the vaccine. “Get It For,” developed in collaboration with agency partner Butler Shine Stern & Partners (BSSP), centers on optimism and hope. It’s an appeal to the broader human emotions that are inherently more difficult to deny. It appeals to the universal longing to return to normal – get it for hugs, birthdays, concerts, family photos, for holding hands, the spot says. English and Spanish versions of this new spot started rolling out in February - airing on TV across major broadcast and cable stations throughout CA. Starting today (4.12), the brand has also started to roll out supporting Out Of Home elements - a mix of bulletins, digital signage, bus and transit ads - across several major markets in California including Los Angeles, Bakersfield and Fresco. See attached for some examples of the new OOH executions.