Blue Shield of California knows how wearing a mask saves lives

Over the past few months Blue Shield of California (BSC) has been putting a spotlight on the conversations gripping its community; using its voice to back up the real action it’s taking across California. 

The latest issue they’re tackling: masks. The conversation around wearing masks has drastically changed since the start of this pandemic -  becoming one of the more divisive topics du jour.  The brand’s newest commercial, Save Lives developed in collaboration with agency partner, Butler Shine Stern & Partners (BSSP), tackles the topic with a simple message: masks save lives. 

Save Lives builds on the message and momentum of BSC’s latest ads which have debuted over the past few months. Enough highlighted the mixed emotions of those fighting for equity and equality in our country and Tough highlighted the conflicting feelings of the healthcare community as they battled COVID-19 on the frontlines.  From the start, the brand and creative team didn’t want to shy away from showing the very real, relatable hardships facing Californians right now, and wanted each execution to match the message – simple, yet poignant. Save Lives follows suit, using stoic black and white imagery of real people and families to bring the message to life.