CareFirst - With Care
Transforming Health With Care.
How do you add even more humanity to healthcare?
Client Challenge
CareFirst BlueCross BlueShield, the largest healthcare insurer in the Mid-Atlantic region, asked us to help create a campaign that expresses their commitment to the overall health of their communities and each of the 3.5 million people they serve. And to show their members how CareFirst is so much more than a healthcare insurer.
Planit's Solution
We created “With Care”, a love letter to humanity, a tribute to people of all kinds, and a pledge to CareFirst’s diverse community—with a sign-off that is literally and figuratively signed by the CareFirst team. Through this ever-evolving campaign, we’ve shifted the perception of CareFirst from a transactional brand to a thought leader and visionary healthcare partner.
Real members. Real employees.
Ironically, the healthcare industry can feel very inhuman. To be as authentic as possible, every single person highlighted in our campaign is a real CareFirst member or employee. From pre- to post-production, all supporting crew members live within CareFirst’s region as well. For real.
Out of the blue.
Until “With Care”, CareFirst had leaned heavily into blue and tried-and-true branding elements. We wanted to add more humanity. By dialing up seldom-used secondary colors and incorporating script-style font and doodles (inspired by employees’ real signatures), we were able to better reflect the diversity and individuality of CareFirst’s employees, members, and communities. And reinvigorate their overall brand.
The proof is in the products.
While the initial phase of “With Care” served as our launchpad for the pledge (the “Why,” if you will), each subsequent phase elaborated upon the “How.” Now it was time to show what CareFirst has done to deliver on the promise, including a series of videos highlighting the products and services CareFirst has developed to improve overall health.
GOING BIG IN BIRDLAND.
To bring to life CareFirst’s three-year partnership with the Baltimore Orioles and The Food Project we had to go deep. The With Care campaign provided a powerful platform to highlight the collab and its impact on the community.
A SUPER (BOWL) DEBUT.
What better way to highlight CareFirst’s decades-long partnership with the Baltimore Ravens and philanthropic commitment to the community than the biggest sporting event of the year? (The Ravens were one TD away from making it, too).
Multi-faceted media support.
We seamlessly merged traditional and digital tactics to maximize reach throughout Maryland, D.C., and Northern Virginia. To improve brand favorability and increase unaided brand awareness, we utilized a multi-faceted approach, including broadcast TV, connected TV, high-impact display units, digital ads, social media ads, and out-of-home units.
A new rallying cry.
To ensure a seamless rollout, we also developed employee-facing assets. By highlighting a diversity of CareFirst employees pledging and signing a massive wall (all the signatures are real, btw), we were able to align employees with the campaign’s objectives and foster a sense of pride and ownership within the organization.
MARCH MADNESS
2022 CAMPAIGN DEBUT
NBA FINALS
2023 CAMPAIGN DEBUT
292M
Impressions
116% above goal
37M
Video Completions
35% above goal
55%
Average Increase to CTR Goal
AAF
2023 ADDY Winners
TV Single Spot - SILVER
TV Campaign - SILVER
Integrated Campaign - SILVER
2024 ADDY Winners
Campaign - SILVER
Cross Platform TV Campaign - SILVER
Film, Video, Sound - SILVER
