Alabama style, Medicare

Blue Cross Blue Shield of Alabama set out to break through a crowded healthcare market by moving past generic messaging and speaking directly to the real experiences of Alabamians. Our team developed an authentic, human-centered narrative that highlighted the diversity of needs across the state—showing that while Alabamians share pride in where they’re from, their healthcare journeys aren’t the same. Through AEP and NTM video spots supported by on-site photography, we showcased the value of truly local Medicare advisors who understand their communities. The result was a refreshed, emotionally resonant campaign that differentiated BCBS and connected with audiences in a way national competitors couldn’t.

THE CHALLENGE

In past years, BCBS faced challenges standing out in a saturated market. This year, they set out to connect with local Alabamians in a more authentic way—moving beyond generic value propositions and ineffective medical jargon. They needed a fresh narrative that spoke directly to the unique healthcare challenges of their community.

Our task? To craft a voice that resonates. Through AEP and NTM video spots, along with on-site photography, we brought their message to life—speaking to Alabamians like Alabamians

THE SOLUTION

We took a uniquely human and emotional approach to show that while we’re all proud Alabamians, we’re not all the same. We have different wants, dreams, and healthcare needs. That’s why BCBS offers something national competitors can’t—local advisors who understand that Medicare isn’t one-size-fits-all. It’s Focused Medicare, designed for Alabama.

Through authentic storytelling, relatable messaging, and compelling photography and video, we connected with our audience in a way that truly stood out.