Blue Cross Blue Shield of Arizona

Mobilizing to inspire statewide health

Situation

Blue Cross Blue Shield of Arizona (BCBSAZ) is a purpose-driven organization that has long stood for the health—not just for its members but for the community and entire state. In early 2018, the company considered how it could use the corporate credit from the Tax Cuts and Jobs Act to serve the greater good. At the time, the opioid epidemic had become a public health emergency in the state, claiming the lives of four Arizonans a day. Following board approval, BCBSAZ committed $10 million to turn the tide against the misuse of opioids and substance use disorder.

Solution

Studio PKC joined forces with the BCBSAZ Community Health Interventions team to stand up its public health initiative. Starting with a blank page, Studio PKC worked in close collaboration with the executive medical team to crystalize the vision and pitch a public-private partnership to the Governor’s office.

Our role was a combination of strategist, realist and cheerleader. From naming and messaging the initiative to developing dozens of communications, and from choreographing the first advisory committee meeting to launching an initiative website, Studio PKC gave legs to this $10 million, multi-faced program.

Success

On August 14, 2018, Mobilize AZ launched publicly via joint press conference with BCBSAZ and Governor Ducey, and quickly began turning ideas into action.

Following the successful launch and notable Q4 2018, Mobilize AZ expanded focus and investment to address mental health conditions and diabetes—two additional critical issues affecting the health of Arizona. The PKC team has been involved in structuring the grant program, expanding the website — MobilizeAZ.com — by crafting original content about mental health and diabetes, and creating presentations and speeches … plus a whole lot more!

We continue to serve as strategist and lead storyteller for Mobilize AZ, working in lockstep with the Community Health Interventions team to inspire health in Arizona.