Blue Shield of California
I helped Blue Shield of California connect with their audience through creative storytelling and impactful design. From engaging stop-motion videos to informative newsletters and inspiring onboarding materials, each project was crafted to educate, empower, and enhance the member experience.
Wellness in Motion
ROLE:
Senior Copywriter
AGENCY:
Rauxa
We created a series of 12 stop-motion videos for Blue Shield of California, designed to stand out on social media and connect with senior citizens in the state. These fun, vibrant ads covered wellness topics inspired by The Blue Zone—like how blueberries can help prevent illness, or why pet owners might live longer—and drove viewers to Blue Shield's content hub.
I partnered with my art director to concept the idea, pitch it to the client, and oversee production. On set, I worked closely with the stop-motion artist to ensure every frame was perfect and met client expectations. The result? A campaign that cut through the noise and got people clicking.
Wellness in Motion
ROLE:
Senior Copywriter
AGENCY:
Rauxa
We created a series of 12 stop-motion videos for Blue Shield of California, designed to stand out on social media and connect with senior citizens in the state. These fun, vibrant ads covered wellness topics inspired by The Blue Zone—like how blueberries can help prevent illness, or why pet owners might live longer—and drove viewers to Blue Shield's content hub.
I partnered with my art director to concept the idea, pitch it to the client, and oversee production. On set, I worked closely with the stop-motion artist to ensure every frame was perfect and met client expectations. The result? A campaign that cut through the noise and got people clicking.
Blue Living Newsletter
ROLE:
Senior Copywriter
AGENCY:
Rauxa
For Blue Shield of California, I wrote a quarterly newsletter aimed at keeping subscribers informed, engaged, and connected. Each issue featured easy-to-read, friendly content on topics like how to deal with COVID loneliness, drug interaction tips, ways to improve your balance, and expert advice from doctors answering common health questions.
This newsletter was designed to foster a stronger connection with Blue Shield members by encouraging them to stay on top of their health, visit their healthcare providers, and live their best lives—all while keeping the focus on wellness and learning.
Direct Mail - Onboarding Package
ROLE:
Senior Copywriter
AGENCY:
Rauxa
For new Blue Shield of California members, I crafted the copy for an onboarding experience aimed at helping new Blue Shield of California customers hit the ground running. The package kicked off with a bold, user-friendly direct mail piece walking members through the essentials. We kept things clear, simple, and engaging—because getting started should feel exciting, not overwhelming.
The suite of materials also included a sleek benefits book, easy-to-digest one-sheeters (like a handy guide to reading your ID card), a monthly podcast, and swag featuring uplifting messages like "Enjoy the Ride" and "Embrace Your Journey." Everything tied back to the central theme: "Your Health Journey Begins Now," with visuals and copy reflecting a sense of movement and possibility.
Working with my art director, I helped shape this comprehensive, creative package to ensure every piece felt cohesive, approachable, and empowering for new members.
Associate Creative Director, Copy