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america is one stressed-out country. so if you need some help, get some help.

11/30/2019

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Problem: In a "normal" year, one out of every five adults in the U.S. experiences some form of mental illness. The COVID-19 pandemic has caused a great deal more stress and anxiety for Americans. About 80% of visits to a doctor are for stress-related ailments and complaints. Yet, seeking help is often stigmatized. 
Solution: This campaign (launched Nov. 2019 before COVID appeared in the US) is meant to help people show themselves love, and go and get some help. A creative challenge was to make the message work within the Blue Cross "Live Fearless" campaign, because people in emotional distress are unlikely to be feeling bold, confident, or 'fearless.' The solution was to express a new meaning to fearless: to ask for help. The video above is for YouTube pre-roll, Facebook, Instagram and Twitter. Here's a static post:
Picture
:30 livestream commercial on Pandora, with accompanying static banner below:
Picture
All of the creative clicks through to a website about how to seek out help and talk to your doctor about your concerns.
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    the better stuff

    In any career, there'll be opportunities to produce work that you feel quite proud of.
        And...a lot of the time you just do the "daily stuff" that may not win an award but does help you pay the mortgage.         
       Here is where I collect some of my favorites from along the way: the magic that happens when you have a good client, a good partner, and some good karma.

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Michael Berliner is an experienced copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill).   Get in touch with Michael
  • Home
  • About Me
    • My resume
    • Happy clients
  • some of my Best Work
  • Work by Industry
    • Food
    • Healthcare >
      • Blue Cross Blue Shield
      • Managing Care Solutions
    • Pharmaceuticals >
      • Osteoarthritis / Bioventus
      • Bone Stimulation / Fracture Healing
      • Common Cold / Zicam OTC
      • Iron Overload / Exjade Rx
      • HPV / Gardasil Vaccine
      • Crohn's Disease / CIMZIA Rx
      • Loyalty / Botox & Juvederm
      • Hypophosphatemia / Fosrenol
    • Financial Services >
      • Pacific Life brand TV
      • GreenlightLoans.com
    • Non-Profits
    • Technology >
      • ShopBotTools.com
      • Handibot.com
      • 100kGarages.com
    • Real Estate
    • Recruitment
    • Automotive >
      • Jiffy Lube
    • Blogging samples
    • Radio!
  • Contact
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