Health care organizations can be large, impersonal companies. When dealing with something as personal as health care – that traditional image can be limiting from a business perspective. Big River sought to discover the true essence of what the Anthem brand is all about.

Through interviews with Anthem Blue Cross and Blue Shield customers, employees and leaders, Big River unearthed the brand truth of a much more personal and committed group of people who are trying to truly serve their members in this challenging arena called health care. Projecting Anthem’s real brand “voice” of an approachable, likeable and committed company is important for Anthem to continue to be a forward-thinking leader in the area of health care.

2006 Lunch Well. Choose Well. Radio

Recently, Big River created a humorous radio campaign to communicate Anthem's Lunch Well. Choose Well. program. In the commercials, your inner voice talks about what you're having for lunch today. The goal is to make people think about what they're eating day after day and help people get healthier and feel better by just eating a healthier lunch. By starting small, you can make a big difference. Replace those chips with an apple. Ease off of the Cardioblowout Combo. Before you know it, you're fit and feeling better. It's just one more Cause Branding effort that pays off for Anthem and anyone who eats lunch on the run.

To hear the radio spots, click play below. (you'll need the latest Quicktime to listen to these).