Blue Shield of California.
BLUE SHIELD OF CALIFORNIA Blue Shield of California is a not-for-profit health insurance provider headquartered in San Francisco, California. An independent licensee of the Blue Cross and Blue Shield Association, Blue Shield of California is an incorporated, wholly owned subsidiary of California Physicians' is taking a unique approach in its first
ad campaign in almost six years. Acknowledging consumer dissatisfaction
with health insurers, Blue Shield of California pledges PLEDGES, pleading. It was anciently necessary to find pledges or sureties to prosecute a suit, and the names of the pledges were added at the foot of the declaration; but in the course of time it became unnecessary to find such pledges because the plaintiff was no longer liable to be in the new
campaign to make it easier to access health care at competitive rates.
Each spot opens on a white background with the message "we shield
you from" appearing on the screen. Suddenly a head appears at the
end of the phrase and begins speaking to the camera. One spot features a
woman talking about how uncomfortable she feels when she has to change
doctors because of her health coverage. The campaign features online,
television and billboard advertising.
COPYRIGHT 2006 A.M. Best Company, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2006, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.
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