We believe that health insurance is more than just sick insurance. And that an ounce of prevention is worth a pound of cure. So we set out to prove our mission- that controlling your health doesn't need to be overwhelming- and to lead the way one fearless step at a time.

In a category awash with tired old “take the stairs” ideas, we developed a fresh approach to taking small health steps. We created six online videos, each telling a story around one health topic.

To catch eyeballs, we open each video with an arresting fact. Then, through a social stunt centered around each fact, we show how one small step can make a large impact. We close with a Fearless Fact, giving consumers a small step to improve their health. In this video, Crossfit enthusiasts learn a surprising way to reduce their chance of heart disease. By Flossing.

On September 12th, 2016, seven of the Blue Cross Blue Shield Plans began implementing the videos in our online campaign. The videos and additional content were pushed out through paid and organic efforts on Facebook, Twitter, YouTube, In-stream video with audience and contextual targeting. PR and influencer networks were also utilized.

Under the banner of “Fearless Nation,” we housed these videos on Tumblr at livefearlessnation.com, alongside instructional gifs, inspirational fearless quotes and infographics to further support our mission. Creating an engaging space for consumers to play, learn and share. BCBS is sharing these pieces of content across the social and paid online placements. Immediately turning heads, and in time—trimming waistlines.

The Blue Cross Blue Shield network has embraced Fearless Nation since the launch in September. The videos were shared socially and digitally and have garnered over 146 million impressions and 7.3 million video views to date. The Plans have embraced the campaign internally as well, creating stunts within their corporate offices to get employees engaged in health and wellness, such as reducing the size of plates in the cafeteria and putting exercise “prices” on candy dishes. Furthermore, IPSOS ad testing showed, the addition of the videos to our Live Fearless campaign increased brand trustworthiness by 11 points, brand relevance by 15 points and believability by 15 points. We expect the videos will continue to gather even more momentum in the months to come.