Blue Cross and Blue Shield wanted to reach an audience of no-nonsense, benefit-savvy Federal Employees who were in dire need of a morale boost (and health insurance).
The #ProudtobeFE social campaign gave Federal Employees an opportunity to share why they are proudest to do what they do, lifting them up and reinvigorating their sense of purpose. The aggregated social posts would be used to feed large scale digital installations in the Washington DC area, in lieu of a traditional campaign media.
While this idea never fully got off the ground in the way that we had envisioned, #ProudtobeFE had the potential to do so much more than sell health insurance.
