Pacific Blue Cross

In a country that prides itself on universal health care, many B.C. consumers didn’t understand the need for individual health insurance. Research showed that most people had no idea what was covered in their provincial or corporate health plan. The challenge was to communicate to consumers that they need to understand their health coverage (or lack thereof) before it’s too late.

DDB soon realized that people in B.C. had a fairly good understanding of almost every type of consumer insurance except health insurance. The creative for Pacific Blue Cross juxtaposed the importance and fragility of consumers’ health with their obsession with material goods.

In the TV executions, characters were depicted tinkering under a moving elevator or inhaling noxious fumes while discussing the details of their car insurance or TV warranty. Direct mail and transit shelter executions showed emergency situations in which people saved their possessions before themselves. Shelf-talkers were purchased in retail stores around products used to protect possessions (bike locks, car wax, BBQ covers) posing the question, “Do we take better care of our things than we take care of ourselves?”

The campaign resulted in a dramatic increase in inquiries, contracts and revenue. The campaign delivered a 90% increase in calls – shattering the 22% target. The response translated into a 10% increase in contracts over the previous year, and revenues increased by 13%. The campaign won awards at the One Show and Cannes, among others.