THE DOCTOR WILL STREAM YOU NOW.
Blue Cross Blue Shield of Massachusetts utilizes American Well’s Direct‐to‐Patient telehealth platform. With awareness and trial lagging, Rule of 3 was enlisted to take communication to the streets in a joint out‐of‐home effort. Our message was clear: The care you need is as close as your device.
At RO3, we created 47 unique Blue Cross Blue Shield out‐of‐home executions to fill Copley Station and Logan Airport. And we did it all in under three weeks.
The campaign reaffirmed classic Blue Shield Blue Cross branding but with a modern refresh and new sense of humanity and empowerment. We also made sure to bring importance to American Well’s technology platform—helping the company pursue new provider partnerships post‐campaign.
RULE OF 3
1740 Telegraph Ave
Oakland, CA 94612