Blue Cross Blue Shield of Minnesota

the human doing

Charged with a familiar challenge to inspire healthy behavior we went a route that was anything but familiar.

“Campaign of the Year: Gold”

— Ad Age
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We started with a simple question: Can support lead to a change in behavior? We found our answer in The Human Doing. One man living in a glass apartment at Mall of America for 30 days to show the world how simple exercises and small changes in diet can improve overall health. And it worked.

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His blog revealed his daily thoughts and live webcams allowed people to watch his every move.

The Human Doing solicited support and encouragement in person and online. His Facebook page and Twitter account opened lines of real-time communication with his supporters who voted for the healthy activities they wanted him to do.

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The Human Doing kicked off the month-long journey with multiple media interviews and fan-voted “do” activities. His experience piqued the interest of news media, bloggers, and tweeters statewide and beyond, with national coverage from CNN, Associated Press, MSNBC, and The Atlantic.

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