CareFirst BlueCross BlueShield, the region’s largest insurer, has rolled out its first multimedia advertising campaign in two years.
The campaign, titled “Live Fearless,” is aimed at members and potential members with a message to live their lives without worrying about having quality health care coverage when they need it. It launches as open enrollment season kicks into gear.
CareFirst, with the largest network of doctors in the region, has not paid for a major advertising campaign since 2013. The “Live Fearless” campaign, created by Chicago ad agency McGarryBowen, has been used by 13 other BlueCross BlueShield Association licensees. The media plan was developed by Baltimore-based GKV.
The campaign comes just as the insurer received permission to raise rates for CareFirst members in Maryland by 24 percent, an increase officials said was necessary to make up for losses last year when premiums failed to keep up with the expense of the insurer’s patients.
The insurer declined to reveal the cost of the advertising campaign. It will include TV and radio ads in Baltimore, Washington and Salisbury, Maryland, and radio ads in Frederick and Hagerstown, Maryland. Print ads will appear in Baltimore Magazine and Washingtonian.
“Live Fearless” ads will also be displayed at Verizon Center, Nationals Park and FedEx Field, as well as Oriole Park at Camden Yards, Hippodrome Theater and Royal Farms Arena.
Date: September 14, 2015