Doing The “do” Campaign Right

We bring Blue Cross and Blue Shield of Minnesota’s “do” campaign to life — and help get Minnesotans’ blood pumping.


Takin’ it to the streets
Watching a middle-aged guy dance in a TV ad is one thing. Getting off your keister to follow his lead is another. Fast Horse helped Blue Cross put the “do” campaign to work. Our grassroots events helped define the campaign — extolling the benefits of physical activity in ways that were positive, fun, surprising, affirming and non-nagging. Our “do” Crew rewarded people caught in the act of exercising. We led a “do” Climb day and got people making “do” Year’s resolutions. We organized a snowman-building contest to show that a Minnesota winter is no excuse for laziness.

Creating content to extend the message
We made sure “do” messages reached people where they live and work. Pictures of people caught exercising appeared in paid ads in their community publications, a great way for a big campaign to drill down to a neighborhood level. Fast Horse produced an informational video that was used to promote the campaign in other markets. We created fresh content for a “do” micro-site, including a variety of fun material related to contests.

Great results — now that’s groovy

Our work generated tons buzz for the “do” campaign, helping spread our clients key messages far and wide. In just over a year, we generated 70 media stories totaling 10 million impressions in Minnesota alone. Surveys conducted in several markets showed deep awareness of the campaign — and that people actually started getting more active.
FACT: Lack of physical activity and bad eating habits combined are the second leading cause of death in the United States. Yikes!

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