In a time of change and uncertainty, how can a brand connect with people in a meaningful way? With a simple idea executed beautifully and openly. This was our task with Blue Cross and Blue Shield of Alabama. The idea: when your health is protected, you can focus on being you. Everyone has his or her own unique story, so we built a social sharing site that asks people: "What has Blue Cross and Blue Shield helped you to be?" Visitors can contribute their own stories, browse and rate other user-generated stories, and share stories via Facebook, Twitter or email. Rather than utilizing the traditional brand-broadcasting-to-the-people monologue model, the "Be You" campaign forges into new territory in which the Blue Cross and Blue Shield brand engages in an open dialogue with people in ways they previously could not.

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