Blue Cross Blue Shield of Arizona (BCBSAZ) has launched its first integrated marketing campaign targeting Hispanics, who constitute some 30% of the state’s population.
Of the 1.8 million Hispanics present statewide, approximately 450,000 are without health insurance. The campaign is relying on traditiona vehicles such as print, radio and television, but is also featuring a series of “webisodes” targeting younger Hispanics.
Each webisode features a different main character, each meant to personify a different segment of the target market. At its heart, the campaign’s thrust is to build greater awareness about healthcare services and products. According to Carlos Olea, publisher of Hispanic health title Un Buen Doctor, access to such information continues to be a challenge in Hispanic communities nationwide. The campaigns print and broadcast ads will run in both general market and Hispanic media, and will also have a direct mail component. The campaign will run through end of year.
Both the creative and the media buying for all of the executions was handled by the BCBSAZ's multicultural agency Urias Communications.