To raise awareness of the 6.7 million uninsured Californians and encourage Californians to take action, Blue Shield executed a guerrilla activity, deploying 100 custom-built life-size nude sculptures, depicting humans in vulnerable poses, throughout Los Angeles and San Francisco.

The sculptures were numbered to create a series, 1 of 6,700,000, and so on, followed with the message, “Too many Californians are uncovered letshieldcalifornia.com”. The stunt was executed utilizing a combination of guerrilla deployments of the statues and two staged PR events, where 20+ sculptures were displayed within a permitted location.

Additionally, the Blue Shield chatbox was set up at these permitted locations for consumers to voice their opinions about healthcare reform. Radio mentions drove event awareness within each city on event day.In order to bring this campaign to a broader California audience, rich-media banners were placed on local news/information sites, a Facebook profile was created, and a viral-video was seeded.

Many health insurance companies shy away from the subject of Universal Healthcare as they feel it will negatively affect their profitability. Blue Shield of California faced this issue head on and stood up as a long time supporter.

Over 36,000 unique visitors came to Letsshieldcalifornia.com.

Over 3% of visitors have taken action - an extremely high response rate, given there was no promotion/ incentive. Over 1,500 Californians sent letters to Congresswoman Nancy Pelosi urging her to bring the issue to Congress.Estimated publicity value of nearly $2MM, and estimated 10MM consumer impressions.

It was physically seen by approximately 200,000 Californians.