Health insurance in the U.S. today is a category ridden with fear and uncertainty. No one plans to get in a car accident, break a bone or be diagnosed with a health issue. But it happens. And questions of, “Does my health plan cover that?” or, “Can I afford to pay for treatment?” are abundant when the real question should be, “Will I be ok?”

Blue Cross Blue Shield (BCBS) decided to turn that fear on its head through the Live Fearless campaign. By encouraging people to focus on the wonder of life, not on health insurance, the campaign emboldens members to embrace the day-to-day opportunities. It asks consumers to relish those moments of freedom, love, laughter, and overcoming challenges. It highlights people who put themselves out there and push a little further. Carving out an entirely new voice and space for the category. One who leads, rather than reacts.

As the world of health insurance evolves and lives change, the security and stability of BCBS enables members to think fearless instead of afraid, letting fear be BCBS’s job to worry about.