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CLIENT: INDEPENDENCE HEALTH GROUP
LEADING DURING THE PANDEMIC

A TRUSTED SOURCE FOR TIMELY INFORMATION

As COVID-19 emerged, Independence Blue Cross – the leading health insurer in southeastern Pennsylvania – knew it could play a key role in driving education and awareness to help stop the spread. And as a longstanding strategic partner to Independence, our team jumped into action.

We worked around the clock to help concept, design and launch the “Beat COVID-19″ campaign within just 36 hours of COVID-19 being declared a global pandemic. We supported an immediate, comprehensive public service campaign utilizing local officials, health experts and influencers to blanket the region in critical, timely messages through earned and paid media – including television, radio, print, out of home and digital. “Beat COVID-19” became one of the first major pandemic public health information campaigns in the region, reaching people looking for the latest COVID-19 news and resources.

The integrated campaign rolled out in three phases, evolving alongside the pandemic. First, Independence and the Greater Philadelphia Chamber of Commerce brought together 48 Philadelphia-based companies, organizations and healthcare institutions – large and small – to contribute to the spirit of “Together.” Messaging then expanded to share information on telemedicine, mental health and ways to protect vulnerable populations, including seniors. Other activations included joining forces with the Philadelphia Phillies to encourage fans to “Stay Home for the Home Team.” Throughout 2021, the campaign shifted to mirror the region’s changing restrictions, encouraging Philadelphians to stay strong. As the vaccine roll-out began, diverse Philadelphia influencers were featured in a series of ads encouraging vaccinations.

Campaign results included 15 TV/online video spots resulting in 234 million+ impressions, 13 radio spots and 246 total print ads across 13 regional publications in 4 different languages.

To further expand the reach of important COVID-19 information, we worked hand-in-hand with the Independence communications team to prioritize earned media. Subject matter experts were quoted in outlets including WHYY and WDAS-FM, as well as nationally on programs like SiriusXM’s The Michael Smerconish Program and in The Washington Post.

Independence and the Greater Philadelphia Chamber of Commerce brought together 48 Philadelphia based companies, organizations and healthcare institutions – large and small – to be a part of the solution to “Beat COVID-19” including PECO, University of Pennsylvania, Comcast NBC Universal and Children’s Hospital of Philadelphia.

Print creative emphasizing the importance of wearing a mask with the help of prominent Philadelphians. Viewers could guess what local celebrity was behind each mask.

Independence CEO Greg Deavens gets his second dose of the COVID-19 vaccine, making him fully-vaccinated against the virus.

One of the many "Beat COVID-19" messages focused on reaching people in the Philadelphia region who had questions or felt uncertain about receiving one of the COVID-19 vaccines.

Independence CEO Greg Deavens joins Dr. Ala Stanford of Black Doctors COVID-19 Consortium, Lori Robertson and D’Angelo Gore of FactCheck.org, Power 99’s Cosmic Kev, WDAS FM’s Patty Jackson and iHeartMedia’s Loraine Ballard Morrill to discuss COVID-19 vaccines and why he chose to get vaccinated.