Creative Brief: COVID-19
When the COVID-19 pandemic began in early 2020, Blue Cross and Blue Shield companies wanted to deliver accurate, helpful information as quickly as possible. The charge: to project leadership, calm and compassion in a time of crisis. I uncovered the human stories to bring this mission to life.
To contain COVID-19, Blue Cross Blue Shield of Massachusetts employees redeployed as “contact tracers”
It takes certain kinds of skills to do this work: empathy, cultural sensitivity, resourcefulness, professionalism. Customer service representatives and others who help customers have those skills in spades. When Blue Cross Blue Shield of Massachusetts (BCBS Massachusetts) committed to a statewide initiative to build up a contact tracing workforce, the health plan knew its associates would be ideal candidates for the job.
Helping North Dakota’s only food bank fight growing rural hunger
North Dakota’s only food bank, Great Plains Food Bank, serves more than 100,000 clients a year in normal times. But when the COVID-19 pandemic began, these numbers quickly increased between 30 - 50%. Its leader, Melissa Sobolik, says much needed support came from Blue Cross and Blue Shield of North Dakota at just the right time.
Highmark Blue Cross Blue Shield helps schools cut PPE supply costs and wait times
PPE supplies were short and prices were rising. Regional schools were going to need a steady supply, at a fair price, fast. Highmark got to work negotiating with three local businesses to manufacture PPE and locked in a price for bulk buys from schools. The health plan also set up a purchasing website just for schools, using its large regional footprint and community relationships to cut through the PPE red tape.