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"What if I get a nickel stuck up my nose?" asks a little girl on a doorstep in one spot of Blue Cross & Blue Shield Association's new print and TV effort that breaks today.

The estimated $15 million campaign from Foote, Cone & Belding, Chicago, aims to show Blue Cross is the answer to the question, "What if I didn't have to worry about healthcare?"

Two of the TV spots feature athletes, highlighting the association's status as a 1996 U.S. Olympic team sponsor.

"This ad campaign certainly communicates that Blue Cross and Blue Shield is a very innovative healthcare provider that keeps pace with the challenging needs of all of our customers," said Alixe Glen, senior VP-communications and media relations for the association. Blue Cross represents the largest group of managed-care companies in the U.S.

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