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Blue Shield of California Joins Thousands as Presenting Sponsor at America’s Largest Celebration of Dr. Martin Luther King Jr.

We put our commitment to health equity in action at MLK Day event.
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Blue Shield of California and Blue Shield Promise Health Plan joined over 200,000 attendees in South Los Angeles on Monday, January 15 for the 39th annual Kingdom Day Parade, sponsored by Blue Shield. Considered the “world’s largest and longest running celebration of Dr. Martin Luther King Jr.,” this three-mile parade included elaborate floats, competitive marching bands, equestrian units, global music and dance performances, with thousands of participants and spectators.

This year’s 2024 Kingdom Day Parade theme, “Can't Stop, Won’t Stop, Going to the Promised Land,” highlighted the importance of resilience, persistence and sustained progress — values also important in Blue Shield’s unwavering commitment to health equity.

Nearly three dozen Blue Shield and Blue Shield Promise Health Plan employees joined the festivities alongside leaders from the Blue Shield Black Employee Network employee resource group, executive vice president of Strategy and Health Solutions Peter Long, and executive vice president, general counsel and corporate secretary Hope Scott. The proud celebrators rode on and walked alongside the Blue Shield float with the words “For the well that’s ahead” emblazoned across it, embodying the nonprofit health plan’s commitment to all Californians and its dedication to stand for what’s right to provide equitable, accessible and quality care for all.

“This year's parade theme 'Can't stop, won't stop' resonates deeply with us at Blue Shield because we will never stop working to ensure all Californians have access to a healthcare system worthy of our family and friends,” said Hope Scott, who is also chair of the nonprofit health plan’s diversity, equity, and inclusion leadership council. “At Blue Shield, we are committed to being health equity change agents and will continue innovating ways to reach under-represented communities with high-quality health care.”

It is Blue Shield’s 7th consecutive year sponsoring the Kingdom Day Parade, joining other organizations and leaders dedicated to keeping Dr. Martin Luther King Jr.’s legacy of inclusion and civil rights progress alive. This is accomplished through advocacy, community engagement and empowerment of future leaders.

Organized by the Congress of Racial Equality of California (CORE-CA) and led by the parade’s chairman and executive producer, Dr. Adrian Dove, CORE-CA plays a critical role in civil rights history as the originator of the Freedom Rides and sit-ins of the 1940s and 1950s.

This year’s parade was attended by many community leaders and political officials, including Los Angeles Mayor Karen Bass.

At the pre-parade ‘kick-off’ breakfast, Hope Scott joined community leaders in calling for unity and resilience. In her address to the parade crowd, Scott shared that Blue Shield is happy to be rooted in the Los Angeles County area with the opening of its Long Beach office, and will continue to work with all Angelinos through its Blue Shield Promise community resource centers and health care coverage.

To learn more about Blue Shield's commitment to diversity, equity and inclusion and our employee resource groups, visit our Diversity, Equity and Inclusion page.

To learn more about Blue Shield Promise, click here.