CAMPAIGN DESCRIPTION

There are over 6.7 million Californians with no health insurance. As the only major provider in favor of universal coverage, Blue Shield of California wanted to help spark a debate about this issue during a politically charged year. We highlighted the issue of the “uncovered” by creating a series of naked statues all posed in pensive and vulnerable positions. Like limited-edition art pieces, each had a number etched on the back identifying it as one of the 6.7 million. These statues were brought to live events in four cities throughout California, and even placed in the bleachers at a Giant’s Baseball game. The events also featured a “Chat Box” recording booth where people could share their thoughts and feelings on this challenging and at times very personal issue. Many of these clips were later posted on the campaign website—LetsShieldCalifornia.com.


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