We worked with the foundational arm of Blue Cross Blue Shield of Minnesota to promote behavioral change when it came to healthier eating habits for Minnesota families. We learned that parents were much more likely to act when exposed to messaging highlighting the long-term risks for kids who don’t have enough fruits and vegetables in their diets. We developed a “time travel” visual lever that delivered the message with tremendous impact in print and video, and we developed a distinct campaign tone of voice to carry other tactics. The integrated campaign included TV, print, transit, ambient, outdoor, and a program website.

Role: ACD/CW

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