Agency Search 
Site Search New Branding Campaign from Blue Shield of California
Uses Ads Featuring Members, Black and White Imagery
Sausalito, CA, January 2018 – With a new tagline, “Never Stop,” Blue Shield of California has launched a new branding campaign from Butler, Shine, Stern & Partners with advertisements using striking black and white imagery that elicit the emotion of the issues we face with healthcare today.
The ‘Never Stop’ campaign spans all media channels including OOH billboards, direct mail, member communications, a website redesign, and 15, 30 and 60-second videos for both TV https://www.youtube.com/watch?v=hwZa5F-oNMI
and online https://www.youtube.com/watch?v=jm7P52kSv0Q, https://www.youtube.com/watch?v=HAkXJYkc05M
In addition, a digital initiative features banners placed on a hyper-local, zip-code level. The work began rolling out in the summer of 2017 and continues into 2018. It also includes a series of billboards at Giants Stadium in San Francisco, the Embarcadero and Union Station, along with Print, digital, direct mail and outdoor kiosks.
“Our objective with this brand initiative is to demonstrate a brand difference that is immediately evident through its messaging and imagery,” said Paul Roberts, Creative Director at BSSP. We shot all the work in black and white, a medium that reveals a tone and feeling and lets you capture the essence – the soul – of the subjects, which is a very different approach for a healthcare company.”
The series of ads include a 50-plus athletic women with a headline “this is your senior moment,” a lesbian couple embrace under a headline that says “love covers all,” and a mother and daughter with the line “equal healthcare for equal work.” Shot in black and white, the campaign is about the important things that have transformed its customers lives. In one film we meet Adyr who talks about the connection between riding horses and being sober for t 2-years and three-weeks. In another film, Giovanni talks about how surfing changed his life and got him through school and away from gangs. There are 7 members featured in the ads, with more to come in 2018.
About Blue Shield California
Blue Shield of California, an independent member of the Blue Cross Blue Shield Association, is a nonprofit health plan with 4 million members, 6,800 employees and more than $13 billion in annual revenue. Founded in 1939 and headquartered in San Francisco, Blue Shield of California and its affiliates provide health, dental, vision, Medicaid and Medicare healthcare service plans in California. The company’s mission is to ensure all Californians have access to high-quality health care at an affordable price. Blue Shield has contributed more than $325 million over the past 10 years to the Blue Shield of California Foundation. Contact your local agent or broker about Blue Shield of California products and services or visit www.blueshieldca.com.
About BSSP
BSSP (bssp.com) is a full-service communications agency based in Sausalito, CA, that provides marketing services to brands and companies including Nature Made Vitamins, Allergan, Greyhound, Premier Protein, PowerBar, Blue Shield of California, FootJoy and others. Adweek named BSSP Small Agency of the Decade, and Outside Magazine has consistently recognized the agency as one of the Best Places to Work in America.