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Press Release

Independence Blue Cross Community and Public Relations Efforts Honored As "Best" Among Blue Plans

2010 Blue Cross Broad Street Run campaign increased participation, created online community

Philadelphia, PA - October 6, 2010 - Independence Blue Cross received top honors in the Blue Cross and Blue Shield Association's national competition that recognizes outstanding marketing and communications initiatives among "Blue" health plans. Independence Blue Cross won first place for its 2010 Blue Cross Broad Street Run campaign. 

Nearly 130 entries from 27 Blue Plans competed in six categories in this year's Best of Blue Marketing and Communications Awards Program.

"We are pleased to be recognized for the effectiveness of this year's Blue Cross Broad Street Run campaign in engaging tens of thousands of people of all fitness levels to be active," said Joseph A. Frick, president and chief executive officer of Independence Blue Cross. "This award reinforces our dedication to overall wellness and to our core mission: enhancing the health and fitness of the people and communities we serve."

Recognized as the best community and public relations campaign, the company's 2010 Blue Cross Broad Street Run campaign focused on wellness not just at the finish line but throughout the year. The campaign raised awareness of the event, and engaged the community - including members of Independence Blue Cross's health plans - to keep fit and lead healthier lives.

The results of the campaign were outstanding. For the first time in its 31-year history, the 30,000 spots for the Blue Cross Broad Street Run were filled a month before the event. And, a post-race survey showed that 90 percent of the runners would participate again next year.

In addition, the broad, multimedia efforts of the campaign included creating organic, social media communities about the event on Facebook and Twitter - communities where "friends" and "followers" continue to follow postings and motivate each other in achieving their fitness and training goals.

The Blue Cross and Blue Shield Association announced the 2010 Best of Blue Marketing and Communications awards winners on October 6 at its Blue National Summit, a conference designed for Blue Cross and Blue Shield plans to exchange best practices and information about the latest innovations. Judging the entries was an external panel of senior marketing and communications professionals from Fortune 500 companies, creative agencies, and other major organizations.

About Independence Blue Cross
Independence Blue Cross is a leading health insurer in southeastern Pennsylvania. Nationwide, Independence Blue Cross and its affiliates provide coverage to nearly 3.3 million people. For more than 70 years, Independence Blue Cross has offered high-quality health care coverage tailored to meet the changing needs of members, employers, and health care professionals. Independence Blue Cross's HMO and PPO health care plans have consistently received the highest ratings from the National Committee for Quality Assurance. Independence Blue Cross is an independent licensee of the Blue Cross and Blue Shield Association. More information about Independence Blue Cross is available at

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