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BCBS TV Commercial

This was a smoking cessation TV spot for Blue Cross Blue Shield of Minnesota. History shows smokers don’t respond to being scolded or lectured, so we based this smoking cessation program on empathy. Each participant would fill out 60 questions about what their smoking trigger points were, and a customized 60-step program was put together for them. Complete quitting was not required in the beginning of the program, and it had a success rate of 34% of those who enrolled. An amazing success rate for a large group of people giving up cigarettes. Three TV spots and various RM program materials were also produced.

Project Roles
Creative Director
Company
Blue Cross Blue Shield
Skills
Conceptual
Media
Commercials - Video
Project Industries
Health/Pharma
BCBS TV Commercial