Blue Cross Blue Shield of MN is 85 years old and thriving. So we turned the spotlight on other Minnesotans who are, too. 

Does anyone really care that a health provider is celebrating its 85th anniversary? It’s sort of a rhetorical question. Rather than shining the spotlight on Blue Cross Blue Shield of Minnesota to mark an unremarkable milestone, we turned our attention to people like Gwen, Ross and Arlene—real-life octogenarians who are living life to the fullest.

Ultimately, what started as a simple request turned into an integrated campaign that engaged a key target audience through paid, earned, owned and shared media. Through GIFs, a Tumblr-esque storytelling website, social content and media relations efforts, the Thrive at 85 campaign showed millions of Minnesotans how vibrant life can be when Blue Cross is in your corner.