Mosaic Award recognizes BlueCross’ efforts to reach Hispanic population
NASHVILLE, Tenn. — The American Advertising Federation Nashville recognized BlueCross BlueShield of Tennessee as the Multicultural Advertiser of the Year for its extensive efforts to support diversity and inclusion through its campaign to Hispanic audiences.
This is the first time BlueCross has developed a targeted strategy to reach Hispanics across the state and the second consecutive year the company has won a Mosaic Award, receiving the Best Multicultural Advertising Campaign Award in 2014.
“It’s an honor to be recognized for our efforts to communicate in a way that meets the cross cultural needs of the Tennessee population,” said Carla Raynor, vice president of strategic marketing for BlueCross. “We are committed to reaching all Tennesseans with information that helps them make the best decisions about their health and their insurance options.”
BlueCross partnered with its vendor BOHAN Advertising to create integrated original content that would increase understanding of health insurance and educate those who are seeking insurance on Healthcare.gov. The messaging emphasized affordability and benefits of insurance and the possibility of financial assistance. The talent featured in the advertising was selected to appeal to Hispanics regardless of their place of origin.
The Mosaic Awards are presented annually and honor companies and industry leaders whose commitment to diversity and inclusion is evident through their work and actions.
BlueCross BlueShield of Tennessee’s mission is to provide its customers and communities with peace of mind through better health. Founded in 1945, the Chattanooga-based company is focused on serving more than 3 million members in Tennessee and across the country. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company’s website at bcbst.com.