Promoting Healthy Lifestyles Campaign Wins Top Award
For Immediate Release
Contact:
Ken Eudy
919 882 1962
Blue Cross and Blue Shield of North Carolina (BCBSNC) and Capstrat today announced the Million Step March campaign (MSM) has been awarded a Silver SABRE Award for top health care provider campaign. MSM beat out campaigns from the American Medical Association and American College of Surgeons.
MSM followed fitness advocate Gary Marino and BCBSNC’s Vice President of Community Relations Kathy Higgins on a 650-mile trek from the North Carolina mountains to the sea — through dozens of communities — to promote physical activity across the entire state.
Through a content-rich micro site (http://walk.millionstepmarch.com) registration, self-reported walking, a MSM blogging community, contests, prizes and philanthropic outreach were connected to a central online location. The micro site was able to complement Gary and Kathy’s grassroots efforts in a fun and engaging way and allowed non-walking participants to take part in the initiative.
Media strategy hit pay dirt in 32 community newspaper stories, 23 daily newspaper and magazine articles and 115 television and radio segments, all carrying the campaign's healthy lifestyle message under the BCBSNC banner.
"The mission of the Million Step March was to translate BCBSNC’s understanding of preventive health into healthy lifestyle action plans for North Carolinians", says Lynne Garrison, BCBSNC VP of corporate communications. "BCBSNC and Capstrat worked together to give North Carolinians a realistic plan for better health."
About Blue Cross and Blue Shield of North Carolina
Blue Cross and Blue Shield of North Carolina (BCBSNC) is a leader in delivering innovative health care products, services and information to more than 3.7 million members, including approximately 900,000 served on behalf of other Blue Plans. The company offers its members discounts and information on a wide variety of health-related services at no additional cost.
About SABRE Awards
The SABRE Awards are presented for superior achievement in branding and reputation. SABRE Awards are given to campaigns that exemplify a strategic approach to public relations, breakthrough thinking, integrity and effectiveness in achieving communication and business goals.
About Capstrat
Capstrat, a communications agency based in Raleigh, N.C., solves the complex issues that health care, technology, energy/infrastructure and financial organizations face at critical moments. We blend marketing communications, interactive communications, public relations and public affairs to tell stories with power and persuasion. Visit us at capstrat.com .
