Blue Shield of California Content Production + Management

Blue Shield of California contracted Uncommon Bold to create a campaign of emotionally compelling content. Led by New Rules founder, Christina Vanvuren, we organized a set of 31 articles that delivered key Blue Shield of California messages from a customer-centric perspective. By pushing the boundaries on previous content published by the health plan, we were able to reflect their brand values — human, honest, courageous — while being provocative where appropriate. With an overall goal of creating emotional connections while driving healthy behaviors and actions, we designed every piece of content to have a clear call to action while being decidedly personal.