PROJECT

BE YOU

In a time of change and uncertainty, how can a brand connect with people in a meaningful way? With a simple idea executed beautifully and openly. This was our task with Blue Cross and Blue Shield of Alabama. The idea: When your health is protected, you can focus on being you.

Everyone has his or her own unique story, so we built a social sharing site that asks people: What has BCBS helped you to be? Visitors can contribute their own stories, browse and rate other user-generated stories, and share stories via Twitter, Facebook or email.

The "Be You" site forges into new territory in which the BCBS brand engages in an open dialogue with people in ways it previously could not.