Premera Blue Cross Worked with Agency Partner Copacino Fujikado to go Beyond the Functional Benefits

Oct. 31, 2023

With health plans touting their coverage, provider networks, and virtual care offerings, but that’s table stakes. For its latest campaign, Premera Blue Cross worked with long-time agency partner Copacino Fujikado to go beyond the functional benefits of…having good benefits, shining a light on the subtle and deeper ways coworkers care for one another today.

Based on research the agency conducted, which uncovered familial dynamics at play in today’s workplaces that are fueling increased camaraderie and care amongst coworkers, the new campaign, "They’re so much more than employees," highlights how health insurance is the most valuable employee benefit and reinforces why companies should invest in a premium plan that supports employees physical and mental health. 

The campaign is centered on three emotional spots: 

• In "Delivery," we see an exhausted new father who gets an unexpectedly thoughtful gift: months of ready-made meals delivered by his coworkers.
• In "Office," a worker is in his office experiencing a tough life moment. Two of his colleagues recognize his distress and deliver a discreet lifeline on two post-it notes: “Skip the 4:30.” “We’ve got you.” Through the glass, the coworkers exchange a knowing glance and nod of appreciation.
• In "Haircut," two warehouse employees stay after hours to show their solidarity to a colleague who must shave her head for medical reasons.

Launching this week across Washington state, the regional campaign will run across TV and digital video, supported by social and display elements.

Andrew Gall, Group Creative Director at Copacino + Fujikado said: 

"The most breakthrough advertising always starts with a relatable human truth. By appealing to the emotional, relatable bonds that happen amongst coworkers, we’re confident this work will really resonate with an audience that is used to being skeptical about the wide, often repetitive world that is healthcare marketing."

 

Eric Trott, Vice President of Marketing and Communications at Premera Blue Cross said:

"With so many health plans promoting table stakes attributes, we’re so excited to be able to take a more human approach to what makes Premera Blue Cross the best choice for businesses to make for their employees."