CAPITAL BLUE CROSS

When You Care More, You Do More.

Health insurance is easy to talk about in terms of plans, benefits and coverage. We wanted to talk about the people behind it.

When You Care More, You Do More became a platform for showing what that meant in the real world—from employees helping people live healthier lives to programs bringing dental care into communities and helping schools create healthier environments. The campaign used a documentary-style approach built around real people and real stories, giving Capital BlueCross a more personal voice in a category that can often feel anything but personal.

That same idea carried across television and print, where even complicated subjects like healthcare reform were approached in simple, human terms.