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  <title>How we got the Blues in buff shape. | Brogan &amp; Partners Convergence Marketing</title>

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              <h1 class="title">How we got the Blues in buff shape.</h1>

                  
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               Mon, 12/06/2010 - 12:06pm | Brogan |

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	Blue Care Network</p>
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	The Blue Care Network (BCN) developed Healthy Blue Living, a plan that encouraged individuals to lead healthier lives. We needed to promote the plan&#39;s innovation, position BCN as a leader in preventive healthcare, and reinforce the connection between BCN and Blue Cross Blue Shield of Michigan.</p>
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	We developed print, radio, outdoor and interactive materials that showed real people in real situations. Plan membership grew from 50,000 to almost 75,000 after the campaign launch, and membership reached the 100,000 milestone in 2009. The Michigan campaign won the coveted Best of Blue Award, beating out Blues across the country.</p>
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