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2012 Advertising Annual
 :: Blue Cross Blue Shield of Minnesota
Blue Cross Blue Shield of Minnesota
Featured in:
2012 Advertising Annual
"More than 60% of Minnesotans are overweight or obese. For Blue Cross and Blue Shield of Minnesota, we were charged to inspire people to move more and eat healthier, a familiar challenge in the category. TV spots had helped create awareness for the initiative in the past, but no real action or engagement. In short, the traditional approach wasn't working. We needed an idea that would inspire and motivate. Most importantly, create real results. We started with a simple question: How can we show people that small changes in diet and exercise can make a big difference? Moreover, we wanted to illustrate how support can lead to tangible results.

"The Human Doing, a relatable overweight man named Scott, lived a transparent life in a fully functional glass apartment at Mall of America for 30 days. During his time in the glass apartment, The Human Doing worked to build simple and easy health habits by soliciting ideas, support and encouragement from the public — in person and online. His activities ranged from simple exercises like weightlifting and sit-ups to healthy cooking lessons. His Facebook page and Twitter account opened lines of real-time communication with his supporters. And fans voted for the 'do' activities (simple exercises) they wanted him to 'do' via text voting at his glass apartment or online anywhere. His blog revealed his daily thoughts and live webcams allowed people to watch his every move.

"The campaign was successful in more ways than one. In just 6 days we engaged more people than a month of TV ads. Over a 30-day period, The Human Doing had 2 million social media impressions and received 143,000 votes of public support. On Facebook, he received more than 1.6 million post views and 8,000 comments on his posts. The Human Doing also got healthy. He lost 29 lbs., lowered his BMI from 37 to 32, and his cholesterol dropped 110 points. Again, in just 30 days with simple exercises and small diet changes."
mono, ad agency
Blue Cross Blue Shield of Minnesota
, client

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