Blue Cross and Blue Shield of MN

Thrive at 85

Blue Cross Blue Shield of MN is 85 years old and thriving. So we turned the spotlight on other Minnesotans who are, too. 

Does anyone really care that a health provider is celebrating its 85th anniversary? It’s sort of a rhetorical question. Rather than shining the spotlight on Blue Cross Blue Shield of Minnesota to mark an unremarkable milestone, we turned our attention to people like Gwen, Ross and Arlene—real-life octogenarians who are living life to the fullest.

Ultimately, what started as a simple request turned into an integrated campaign that engaged a key target audience through paid, earned, owned and shared media. Through GIFs, a Tumblr-esque storytelling website, social content and media relations efforts, the Thrive at 85 campaign showed millions of Minnesotans how vibrant life can be when Blue Cross is in your corner.