We created the Let's Talk Cost campaign for Blue Cross Blue Shield of North Carolina to help North Carolinians better understand – and thus have a better chance of solving – the problem of exploding medical costs and insurance premiums.
The goal of Phase 1 was to move beyond scapegoating to have an open, honest discussion about the cost problem's multiple causes – and it worked. Our humorous approach helped people grasp the complexity of the issue, and the number of North Carolinians who held health insurers most responsible for skyrocketing medical costs was cut in half – from 38% to 19%.
