Insurance companies, for the most part, have received the blame for rising health insurance costs and premiums. In an effort to sway public opinion, Blue Cross Blue Shield North Carolina has implemented a new PR campaign encouraging its audience to look at all parties – not just insurance companies – but at attorneys, doctors, hospitals, consumers, and pharmaceutical companies to be held accountable for the soaring costs of treatment and wellness care.
“Scapegoats” are the mascot for this campaign, with the image dominating a microsite, print ads and TV commercials. Making the point that all players in the health care industry are to blame for health care costs, the purpose of this campaign, according to Michelle Douglas -public relations manager at Blue Cross Blue Shield North Carolina- is to “shake up the conversation and do something shocking. We wanted to frame the discussion in a different way.”