8 minutes and 46 seconds.
That’s how long officer Derek Chauvin kneeled on unarmed George Floyd’s neck leading to his murder and sparking protests for justice and equality across the nation. As a company rooted in strong values, equality being one of them, Blue Shield of California wanted to show their solidarity with the movement by making it clear what they stand for and encouraging others to do the right thing.

Unfortunately, the easiest and most effective tool for combating the spread of Covid-19 and keeping our community safe, has become the subject of political misinformation and stigmatization: masks. Masks significantly limit the spread of the virus and ultimately save lives, yet there has been a concerted effort to discredit this assessment and paint the act of wearing one as elitism or fear-mongering. Recognition of this cultural tension led to a simple thought that strikes at the heart of the matter, and became the basis of this campaign: Medical, Not Political.    

Blue. It’s the color of half the country. 72% of pants. 80% of brands. And almost the entire insurance industry. Cutting through this sea of sameness was priority #1 for Blue Shield of California. 

We helped Blue Shield of California own the color blue. But not just any blue. The blue that stands for equality and inclusion. Peace, love, and health. Selflessness and sacrifice. Freedom of choice. Honesty. Humanity. Courage. Their blue is more than a color. It’s what they stand for.