Pacific Blue Cross’s ‘Ode to Women’

Who: Pacific Blue Cross, with Wasserman for strategy and creative; Wasserman Connections for media.

What: “Ode toWomen,” the launch campaign for a new health plan that Pacific Blue Cross is calling a “first-of-its kind personal health plan designed with women in mind.” Most notably, it includes family planning benefits, including fertility drugs and treatments and adoption.

When & Where: The campaign is market now, running in BC across TV, connected TV, pre-roll and digital.

Why: Traditionally, personal health care plans failed to address women’s specific health needs. “This  was a particular challenge given women are the primary decision-makers regarding health matters for their family,” said Shane Goth, account director, strategic services, with Wasserman.

The Personal Health Insurance Plan was developed in partnership with BC Women’s Health Foundation, which worked closely with the insurer from its inception to launch, providing insights into women’s health throughout the process.

About one in six Canadian couples experience infertility according to the Public Health Agency of Canada, and the costs for treatment not included in a government health plan can be particularly onerous. The cost for a single round of in-vitro fertilization, for example, can range from $10,000 to $20,000.

How: The plan’s launch represents a major milestone, and required an “energetic and emotive” spot to match, said Wasserman’s associate creative director, Bruno Cirello.

The resulting beat-driven 30-second spot shows a series of images of women from varying backgrounds, while a female voiceover celebrates some of their specific character traits, such as being brave, resilient, inspiring, independent, gracious and fearless. It then outlines the details of the new insurance plan, before closing with the voiceover “partnering with women, to empower women.”

And we quote: “Our goal is to increase access to equitable healthcare. The launch of this enhanced personal health plan is an exciting step towards that goal.” — Nick Sywulych, director of marketing, Pacific Blue Cross

Chris Powell