Blue Cross Blue Shield of Arizona is targeting Hispanics, many of whom lack health insurance, with its first bi-lingual campaign.
The effort now being rolled out includes television, radio and print ads and ‘webisodes,” online video vignettes aimed at young people.
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The firm will run six webisodes, featuring five characters. Each represents a market segment.
Of the 1.8 million Hispanics in Arizona, 25% have no health insurance, according to the company.
“By building greater awareness of the health care products, services and networks we provide, we have an opportunity to inform Hispanic consumers about their health care choices and how to take action, said Vicki McDonald, vice president of marketing for the insurance provider, in a statement.
