The brief: Launch Trio, BSC's latest product. The idea: Blue Shield of California has a unique statement to make. As several major insurance providers pull out of Covered California just months before open enrollment, BSC chose not to abandon millions of Californians. We wanted to give those people peace of mind in this uncertain time. A large initiative was in media as we micro-targeted zip codes and hyper-localized our ads. By using real Blue Shield of California members and staying true to their specific neighborhoods, we created an emotional tie to the need of proper health insurance via their inspiring stories.