• October 4, 2007

Blue Cross Blue Shield Association's mid-Atlantic Group, CareFirst, has launched a campaign via Cramer-Krasselt/Hampel Stefanides, New York. The new effort, with the theme "More to Feel Good About," tells consumers to avoid health problems by making small behavioral changes that can help them feel better and more confident about CareFirst BlueCross BlueShield as a health insurance provider.

One TV spot says that smiling has been proven to lower blood pressure, reduce stress, boost the immune system and release endorphins that make you feel better. It closes with the message that CareFirst BlueCross BlueShield gives consumers more reasons to smile because of its competitive advantage of providing "more choices, more experience and more doctors" with their health plans.

The campaign just launched in the Baltimore and Washington, D.C., markets on Wednesday. Television will be supported with radio, newspaper and outdoor.

The agency was behind last year's campaign for Takeda Pharmaceutical's Rozerem sleep aid, with ads featuring Abe Lincoln and a beaver.

--Karl Greenberg