CareFirst BlueCross BlueShield (CareFirst) in Baltimore has launched a nine-week brand advertising campaign that encourages its members and prospective customers in the mid-Atlantic to follow an inspirational mantra: “Live Fearless.”

According to a release, the company will showcase the “Live Fearless” campaign through mid-November with several TV and radio spots, banner ads on popular websites and digital platforms like Pandora, and advertisements in print and at some of the region’s largest sports and cultural venues.

“Live Fearless” is the company’s first brand advertising campaign since CareFirst, the region’s biggest health insurer, launched “You + Your Doctor + CareFirst” in 2013. It is intended to encourage consumers to live their lives without worrying about having quality health-care coverage when they need it.

“‘Live Fearless’ is a state of mind; it’s a call to action,” said Rita Costello, CareFirst’s senior vice president of strategic marketing, product development and communications. “We strive to give our members the stability and security to live without fear or worry every day. While that might look different to different people, the bold idea behind ‘Live Fearless’ is the same.”

“Live Fearless” was created for the Blue Cross and Blue Shield Association (BCBSA) and its licensees by Chicago ad agency McGarryBowen.

The media plan was developed for CareFirst by GKV of Baltimore. CareFirst’s “Live Fearless” ads will appear on TV and radio broadcasts in the Baltimore, D.C., and Salisbury, Md., markets; while radio ads also will broadcast on stations in Frederick, Md., and Hagerstown, Md. Print ads will appear in Baltimore Magazine and Washingtonian Magazine.

“Live Fearless” signage will be displayed at Hippodrome Theater, Royal Farms Arena and Oriole Park at Camden Yards in Baltimore, and at RFK Stadium, Verizon Center, Nationals Park and FedEx Field in the National Capital Area.

CareFirst also plans to promote the “Live Fearless” campaign at the Baltimore Running Festival on Oct. 17 and through its Facebook, Twitter, YouTube and other social media channels.