For Phase 3 of Blue Cross Blue Shield of North Carolina's "Let's Talk Cost" campaign, the company wanted to "take off the gloves" and get very specific about the true forces driving up medical costs (and thus health insurance premiums). We took a graphically arresting approach that was built on alarming – and highly-shareable – statistics and infographics. By the end of this campaign, the percentage of North Carolinians who blamed health insurers for exploding medical costs had been reduced by almost two-thirds.
