At the 2010 American Business Awards held in New York City on June 21, Blue Shield of California won the prestigious Stevie® Award for Financial Ads and Campaigns (Banking, Financial Services and Insurance).
Simplicity is key to the winning “Shield Helps” ads.
Health insurance coverage can be extremely complex and hard to understand, as anyone who has ever tried to read a legal insurance contract has found out. In contrast, Blue Shield of California’s communications are crafted in plain language that the end user can easily understand.
For example, Blue Shield of California provides a plain language guide on How to choose the health plan that’s right for you that presents simple questions that consumers should ask themselves before buying health coverage.
The “Shield Helps” guide then immediately presents specific and logical answers to those questions.
Here’s an example of the Blue Shield storyboard based on that simple question-and-answer approach.
Q: How can I figure out which health plan is right for me?
A: First, consider how much coverage you need. Are you single, or do you have a family? Do you or a family member have a chronic condition?
It’s important to look at the full range of services and copayments (or “copays”) you will spend out of pocket for doctors’ visits, surgery, hospital stays, or other types of care.
And it’s important to know whether your plan covers preventive services, prescription drugs, new glasses, or other services you may need.
For our audience members who tend to be more visual, the bottom of this article has a sample bite-sized infomercial video from California’s third-largest health plan provider.
Sue DeLeeuw, Director of Brand Strategy & Corporate Advertising for Blue Shield of California, provided her company’s reaction to winning top honors for Financial Ads and Campaigns.
“We are honored to be recognized by the Stevie Awards as a best-in-class advertiser in a competitive category for our ‘Shield Helps’ campaign. At Blue Shield, we recognize that health insurance isn’t an everyday purchase for most people, but we’re there to help make things easier when consumers need access to care.”
“As a not-for-profit health plan, we’re committed to providing access to quality health care, and offer some of the largest networks of doctors, hospitals and specialists in the state. This campaign embodies our brand promise and we look forward to continuing our efforts toward achieving that goal.”