“The Full Truth”


June 20, 2019


BlueCross BlueShield of North Carolina


"The Full Truth"

Marketing Tactic



Seeing the full picture in Medicare health plans.


Challenge: The Medicare Advantage Annual Election Period represents a brief marketing window during which consumers can switch Medicare health plans. Encouraging consumers to consider BCBSNC was complicated by fierce competition including lower-cost, $0-premium plans.


Solution: “The Full Truth” DRTV spot encouraged viewers to look beyond price alone and consider the larger “Truer” picture. Our value proposition highlights how BCBSNC gives Medicare-eligible residents more for their dollar — more stability, coverage and local support.