Blue Shield of California’s Black and White Campaign Makes Us Focus More Closely on Health [Video]

With a new tagline, “Never Stop,” Blue Shield of California has launched a new branding campaign from Butler, Shine, Stern & Partners with advertisements using striking black and white imagery that elicit the emotion of the issues we face with healthcare today.

The ‘Never Stop’ campaign spans all media channels including OOH billboards, direct mail, member communications, a website redesign, and 15, 30 and 60-second videos for both TV and online

In addition, a digital initiative features banners placed on a hyper-local, zip-code level. 

The work began rolling out in the summer of 2017 and continues into 2018. It also includes a series of billboards at Giants Stadium in San Francisco, the Embarcadero and Union Station, along with Print, digital, direct mail and outdoor kiosks.

“Our objective with this brand initiative is to demonstrate a brand difference that is immediately evident through its messaging and imagery,” said Paul Roberts, Creative …