In March 2020, few could have predicted just how long of a shadow COVID-19 would cast. Though it hasn’t always been comfortable or easy, each one of us found ways to be resilient and do what needs to be done. At Blue Shield of California, we not only rose to the challenge of working from home and adapting our entire way of life, we also supported the state’s COVID-19 testing and vaccination initiative and evolved the way we do business.
Finally, after months of collaboration, dedication, and resourcefulness, we’re beginning to see the light. With a less than 1% positivity rate statewide and more than 60% of the population partially or fully vaccinated, California is on track to fully reopen in June. After 15 months of uncertainty, fear, and frustration, we are surely turning a corner for the better.
Our latest brand commercial, “Together We Rise,” celebrates this momentous progress. In the commercial we use dance to express the emotional journey of this past year. From feelings of isolation and despair to those small moments of self-reflection and repose, we are acknowledging the complex reality of the pandemic while also sharing a message of hope.
In light of California’s announced re-opening date of June 15, “Together We Rise” will run through mid-June in our major media markets, which includes the Greater Los Angeles, San Diego, San Francisco, and Sacramento areas.
Suzanne Buffington is senior director Brand, Advertising and Sponsorships at Blue Shield of California