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Positioning itself as an innovative health insurer, Blue Cross &

Blue Shield Association today starts an integrated ad campaign that relies on neither doctors nor complicated diagnoses.

Advertising, created by Foote, Cone & Belding, Chicago, instead uses geriatric cheerleaders, bomb-squad technicians and befuddled parents to address issues such as cardiovascular fitness, high blood pressure and baby checkups.

"The Blues have been seen as a traditional company," said Sylvia Walker, director of advertising and corporate relations for Blue Cross. "That's no longer the case."

The campaign, budgeted at between $15 million and $20 million, is the second wave of a 2-year-old effort that portrays Blue Cross as the worry-free health insurance provider, FCB executives said.

The ad schedule includes TV during local news programming, drive-time radio, outdoor and consumer magazines.

The eight TV spots are all over the map in terms of tone. For example, the cardiovascular fitness spot shows elderly cheerleaders; the women in the more somber breast-cancer spot give testimonials about what's important to them. The

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