Hard-working health plans


Premera Blue Cross has created an entire spectrum of enhanced offerings and products for employers, designed to fit any business need.

But for consumers who get their health plans through their employer, the choice is often made for them via decision makers at the company. While Premera has a lot for business owners and benefits managers to like, its health plans aren’t typically among the cheapest.  

As a result, we needed to speak directly to those decision makers, and reinforce that offering a quality health plan is an important way to take care of employees—it’s not the time to go bargain shopping.

Proprietary research delivered our “ah ha”

A CF workplace survey showed employees feel they are working harder than ever before. In Washington State, 44% believe they’re working harder now than prior to COVID-19. Employees are also putting an increased value on their health insurance, with 1 in 5 saying they’d consider leaving their current job for one with better healthcare benefits. 


Image of a man in front of a laptop computer, working from home and holding a baby while working
Shining a light on hard workers

In a fully integrated, multi-media campaign, we showed employees working hard and going the extra mile. Not because a supervisor is watching, but because they care about their jobs and their companies. Employees who work this hard certainly deserve a health plan that works hard for them. Like Premera Blue Cross.

Grocery worker running down the sidewalk with a pineapple Play video
Close up of a woman in business attire Play video

Out-of-home that celebrated employees who go above-and-beyond

Using out-of-home to showcase workers who go above-and-beyond.

Out-of-home boards depicting a variety of hardworking types blanked to the region.

As a result of CF’s eagerness to dive into our culture, this is some of the most collaborative and recognized work we’ve executed together. It gives us layers to build upon, addresses specific gaps and presents new ways to engage with current and future customers.

- Matt Kopp, Brand Activation Manager, Premera Blue Cross -

Print that worked by working harder

A variety of print executions captured the essence of what local employees are currently dealing with—and how Premera health plans can help—in targeted local business pubs like the Puget Sound Business Journal.

Illustrated icon of a megaphone, representing excitement or news
Illustrated icon of a megaphone, representing excitement or news

A social campaign that mirrored real work/life

Through targeted posts, we reflected the environment current employees now find themselves in – trying to balance working from home with life at home, putting in late hours and extra effort to help companies power through tough times.

Illustrated icon representing radio
Illustrated icon representing radio

What going the extra mile sounds like

Premera Radio Spot
Coconut Oil

The Results


unique users to new BDM-focused website