Blue Shield of California

Artist: Belen Ledezma | San Bernadino County, Riverside County

Pulling inspiration from historical art poster campaigns developed for victory gardens, polio research, and other public health projects, we commissioned custom artwork from eight diverse women artists who are deeply involved in their local California neighborhoods and have a distinct style aligned with the Blue Shield brand. 

Our objective was to create “fridge-worthy” postcards showcasing art that members would not only want to proudly display, but that would also help them feel more connected to the world while socially distanced and encouraged to build healthy habits. 

Over the course of only a few weeks, our team sourced and vetted nearly a hundred candidate artists in our nine target counties for this campaign. We navigated the Blue Shield of California team through artist selection, creative briefs, and revisions. Our team also partnered closely with the health plan’s legal advisors to develop an innovative framework for contracting, co-promotion, and licensing with the artists as well as rapid compliance sign-off on the final creative, including for Medicare members. We worked closely with the artists — some of whom were first-time commercial collaborators — to creative direct the poster illustrations that were recognizably local and met the creative brief of showing “food as medicine,” community connections, and outdoor exercising.