To celebrate BCBSRI’s members, we turned the cameras around and created a love letter to Rhode Island. 

Much of this campaign was created spontaneously in neighborhoods, parks, and workplaces, with real Rhode Islanders doing what they do. The mom-and-baby spot featured a local, up-and-coming influencer focused on body positivity. The seniors spot, while scripted, showcased two veteran Rhode Island actors who gave it an authentic insider bent.

The goal was to promote community, goodwill, and a message of collective strength and hope. Blue Cross reported a positive shift in public opinion, which was exactly their goal, and the campaign was extended in subsequent years.