Even as a regional leader, Independence Blue Cross (IBX) grapples with a category challenge: consumers view health insurance as a grudge purchase and don’t see value in having a relationship with their health insurance provider. We developed a new brand position and creative expression to advance IBX’s ownable connection with consumers and face out consistently at every touchpoint. Tierney’s brand positioning, Independence promises to inspire confidence in the pursuit of your healthiest life led to the “Committed to Good” campaign, a multi-channel effort that underscores the strength and support IBX provides to members and their families each-and-every day. Since launch, IBX has garnered more than 33.5 million impressions and over 9,500 clicks across digital video, display, and streaming audio — and has exceeded their sign-up goal by securing 27,195 new members during the Open Enrollment Period.