BLUE CROSS OF NORTHEASTERN PENNSYLVANIA Everyone recognizes the Blue Cross brand in northeastern Pennsylvania. But, with health care costs and premiums skyrocketing, residents developed a strong negative perception of the company. The goal was to humanize the brand and demonstrate their mission of caring to every single household in the region. A three-pronged strategy of advertising, public relations and community outreach successfully shifted perceptions. We also created a program called ‘The Million Pound Meltdown’ to help reverse the higher-than-average obesity trends in the area and reinforce the brand positioning, ‘‘Your health is everything. To us.’’ Contact us for details and program results.