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Blue Cross and Blue Shield of Florida debuts ad campaign

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Jacksonville, Fla.—Blue Cross and Blue Shield of Florida introduced a new brand campaign called “Looking Up” that showcases the company's transition from a health insurance company to a health solutions company. The campaign includes TV, radio, print and online, including a YouTube video. The campaign, developed with Draftfcb Chicago, focuses on the company's new health plans and services in the state of Florida. The budget was undisclosed.
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