; Independence Blue Cross Launches "Live Fearless" Ad Campaign
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Press Release

Independence Blue Cross Launches "Live Fearless" Ad Campaign

July 8, 2013

PHILADELPHIA, PAIndependence Blue Cross (IBC) introduces a new advertising campaign today, "Live Fearless," that demonstrates how IBC can help consumers with what they care about most: peace of mind so they can live their lives to the fullest and still count on having quality health care when they need it. The "Live Fearless" ad campaign builds on the success of the brand positioning and ad campaign "Changing the game," that IBC launched in 2012, at the same time it redesigned its logo. 

"Last year, we demonstrated how we're 75 years strong and still 'Changing the Game,' leading the way in transforming the delivery of health care," said Daniel J. Hilferty, IBC president and CEO. "With our new campaign, we show how we give our members strength to be fearless, even in the face of change. We are reform ready, taking the worry away for customers about what's ahead with the changing health care landscape."

The new ad campaign, which will run in southeastern Pennsylvania until early 2014, includes television, radio, print, digital, billboards, and social media. The "Live Fearless" ads feature people living life to the fullest -- from adventurous activities such as skateboarding and preparing to fly a plane to simple pleasures like holding a baby or hugging a loved one. Narrated by a young girl, the ads take consumers back to the feelings of childhood, when they were truly free of burden and worry. The ads ask, "When was the last time you felt free? Free of worry. Free of uncertainty. It's time to uncover that feeling again. Because you are protected." 

The consumer-focused advertising message speaks directly to how IBC, the leading insurer in southeastern Pennsylvania, can help during this time of unprecedented change in health care. With more than155 hospitals and more than 42,500 doctors in the IBC network, consumers can be assured that there is no better way to protect their health and their family's health, according to Hilferty. "We've been committed to making health care work in southeastern Pennsylvania for 75 years and this campaign demonstrates that today our commitment is stronger than ever." 

IBC is one of 16 Blue Cross and Blue Shield plans to use the "Live Fearless" ad campaign, which was created by the Chicago firm McGarryBowen and adapted locally by Philadelphia-based Tierney, IBC's agency of record.

Independence Blue Cross
Proudly celebrating its 75th anniversary in 2013, Independence Blue Cross is the leading health insurer in southeastern Pennsylvania. With our affiliates, we serve more than seven million people nationwide, including 2.2 million in the region. We are enhancing the health and wellness of the people and communities we serve by delivering innovative and competitively priced health care products and services; pioneering new ways to reward doctors, hospitals, and other health care professionals for coordinated, quality care; and supporting programs and events that promote wellness. To learn more about how we're changing the game, visit www.ibx.com. Connect with us on Facebook at ibx.com/facebook and on Twitter at @ibx. Independence Blue Cross is an independent licensee of the Blue Cross and Blue Shield Association.

The Blue Cross and Blue Shield Association is a national federation of 36 independent, community-based and locally-operated Blue Cross and Blue Shield companies that collectively provide healthcare coverage for more than 105 million members – one-in-three Americans.  For more information on the Blue Cross and Blue Shield Association and its member companies, please visit bcbs.com. We encourage you to connect with us on Facebook, check out our videos on YouTube, follow us on Twitter and check out The BCBS Blog, for up-to-date information about BCBSA.