Blue Cross and Blue Shield of Alabama | The One Thing Campaign
With endless health advice flooding social feeds and news cycles, making meaningful lifestyle changes that lead to a healthier, happier life can feel overwhelming. Blue Cross and Blue Shield of Alabama needed to turn information overload into simple, actionable steps that drive real health improvements.
Data is only as valuable as the action it drives. By analyzing first-party data, we identified key behavioral patterns that formed the foundation for a campaign to make health goals feel achievable.
The One Thing Campaign simplified health advice into small, attainable actions — one person, one goal, one step at a time. By showcasing different individuals aligned to our personas making simple health improvements and celebrating their efforts, we turned passive information into motivation. Personalized messaging ensured the right encouragement reached the right people at the right time, while targeted test-and-learns on weather, sporting and parenting apps further ensured we were creating an impactful, data-driven movement toward better health.
3160 Main Street, Suite 200
Duluth, GA 30096
1143 1st Avenue S, Suite 110
Birmingham, AL 35233