Regence had big aspirations to fix health care. Despite some positive equities in the Cross and Shield marks, we faced two significant hurdles. 1. Health Insurance is a classic low-interest, low-involvement category - you only think about it when you have to and, when you do, it's usually in a moment of anxiety. 2. People hate insurers - they're the fall guys for all that's perceived to be wrong with health care. Before we could begin communicating a leadership message, we first had to reintroduce Regence in a way that could defuse the negativity. Not an easy task, but one that this TV and cinema spot achieved in spades.