Blue Shield of California and BSSP encourages Californians to get it

Despite more and more brands leaning into values-driven marketing to address today’s most pressing cultural issues, the COVID-19 pandemic and the public service messages surrounding it continue to be a grey area for most.

Not for Blue Shield of California (BSC). Over the last year, the brand has tackled the most pressing topics gripping its community, from the plight of frontline workers and the mask debate to the inequality facing women. Now, the brand has turned its attention to the COVID-19 vaccine.

As one of the largest U.S. states, California is in the headlines nearly every day about how it’s handling the vaccine rollout. BSC’s newest commercial aims to change the tone of that conversation and combat some of the misinformation surrounding COVID-19, spotlighting the stories of why people should get the vaccine. “Get It For,” developed in collaboration with agency partner Butler Shine Stern & Partners (BSSP), centres on optimism and hope.

Blue Shield of California – Get it

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Agency BSSP/Sausalito

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Agency BSSP/Sausalito
Art Director Kelly Bernard
Chief Creative Officer John Butler
Copywriter Rodd Naimi
Executive Director Integrated Production Vince Genovese
Group Creative Director Sinan Dagli
Senior Integrated Producer Grace Lazarus
Post Production 1606 Studio/San Francisco

Editor Brian Lagerhausen
Executive Producer Jon Ettinger
Music/Composer Barking Owl
Producer KC Dossett
Creative Director Kelly Bayett

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It’s an appeal to the broader human emotions that are inherently more difficult to deny. It appeals to the universal longing to return to normal – get it for hugs, birthdays, concerts, family photos, for holding hands, the spot says. English and Spanish versions of this new spot started rolling out in February, airing on TV across major broadcast and cable stations throughout CA.

The brand has also started to roll out supporting Out Of Home elements, a mix of bulletins, digital signage, bus and transit ads, across several major markets in California including Los Angeles, Bakersfield and Fresco.

“As a healthcare company, Blue Shield believes in the importance of getting the Covid-19 vaccine as a public health imperative. In today's cultural climate, vaccine leadership also requires awareness, education, and encouragement, to inspire the collective action necessary to overcome this public health crisis,” said Jake Bayham, Head of Strategy at BSSP.