CareFirst BlueCross BlueShield (CareFirst), a not-for-profit and the largest healthcare company in the mid-Atlantic region, launched a wide-ranging campaign to help educate and encourage people living throughout Washington, D.C., Maryland, and Northern Virginia about the importance of taking the COVID-19 vaccine when they are eligible. The effort will urge people to get vaccinated against COVID-19 when they can and support public health officials’ work to achieve target vaccination rates that will end the pandemic.

“We recognize people in the community may have questions or even doubts about vaccines. It’s important we help as many people as we can understand how these vaccines work and that they’re a necessary, safe, and effective tool to protect people as we work together to stop this pandemic,” said Brian D. Pieninck, president and CEO of CareFirst.

The multi-faceted campaign will focus on the steps people can take to help themselves, their families and our communities break free from the unrelenting grip of COVID-19. According to CareFirst, “The Deal” is a public health ad with a serious tone and a simple message. A series of individuals are featured asking viewers to join in a deal – take the COVID-19 vaccine when they can, “for you, for me and everyone you love.” The ad closes by noting, “this is our shot to leave COVID behind.”

CareFirst production tapped talent and resources in the Mid-Atlantic to support the local economy. The spot features actors who live in the surrounding communities and was filmed at Baltimore Studios. Created by Planit, an award-winning advertising agency, the ad was shot under the direction of regionally acclaimed director Dave Larson. Strict social distancing and testing protocols were followed throughout the casting and production.

“We saw this as an opportunity to talk directly with our community about everyone doing their part using our neighbors’ voices,” said Mack McGee, VP and chief marketing officer at CareFirst. “There is a pressing responsibility to speak out and encourage people to take the vaccine when they are widely available. This ad is designed to feel different, to educate and inspire, and move people to act in the spirit of public health.” The “Better Together” campaign will also feature print, digital, out of home, and social media communications.

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