Humanizing Health Insurance

Frustrated with the healthcare system and Covid fatigue, Montanans need a win. We sought an opportunity to bring forward the positive stories of the impact that Blue Cross and Blue Shield of Montana’s support is having on community health across the state. 

To convey how a healthier Montana leads to more affordable healthcare, we created a brand-based campaign to tell authentic stories through the eyes of the community members supported by Blue Cross Blue Shield to help other Montanans. The videos use rich, environmental audio and deliberate, cinematic visuals as the backdrop to the voices that share their reasons for supporting a healthier state. 

The campaign culminates on a microsite, Big Blue Sky Initiative, which we redesigned to improve user experience and navigation, and highlight information about the local initiatives in mental health, food security, and youth sports.