Blue Cross & Blue Shield of Rhode Island Honored with Six Lamplighter Awards

(Providence, RI, 6.9.2011)

Blue Cross and Blue Shield of Rhode Island (BCBSRI) today announced that it has been awarded six Lamplighter Awards from the New England Society for Healthcare Communications (NESHCo). The recognition is in honor of work created for its marketing, advertising and communications efforts.

BCBSRI was presented with four awards for its “We’re Here” brand advertising campaign. The campaign, which was created with agency partner RDW Group, received a gold award in two categories: outdoor and television. Additionally, BCBSRI won a silver award in the radio category, as well as an award of excellence in the television category.

BCBSRI also was recognized for its in-house production work. A gold award was given in the electronic marketing category for an intranet pop-up advertisement. In addition, BCBSRI’s employee brand-building graphics received an award of excellence.

“What I loved about our ‘We’re Here’ campaign was that it featured real Blue Cross employees—not actors—talking about the rewarding role they play every day in improving the health of our members,” said Laura Calenda, assistant vice president of corporate communications. “We were also thrilled to see our internal communications efforts recognized by NESCHCo. We used a disruptive communications tactic, intranet pop-up ads, to successfully change employee behaviors around taking care of their own healthcare needs.”

The Lamplighters were established in 1974 to showcase and honor excellence in health care communications in New England. The 2011 competition included more than 340 entries from more than 85 organizations.

Blue Cross & Blue Shield of Rhode Island is the state’s leading health insurer and covers more than 600,000 members. The company is an independent licensee of the Blue Cross and Blue Shield Association. For more information, visit www.bcbsri.comand follow us on Twitter @BCBSRI.

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