CHATTANOOGA, Tenn. — A revolution is going on in Tennessee. It starts with a few small steps—taking the stairs instead of the elevator, playing catch with the kids, parking a little further away from work. Eventually, these small steps can turn into bigger ones—going to the gym, riding a bike, competing in a sport. These activities are part of a new movement—the Movement for Life.

With Tennessee as one of the least healthy states in America, ranking 44th out of 50, BlueCross BlueShield of Tennessee recognizes the need for change and has launched a new campaign to encourage Tennesseans to improve their health and help reduce this statistic.

“Changing our lifestyles to live healthier lives is a big step for anyone,” said Janet McConnell, director of brand strategy and new media for BlueCross. “We can all take little steps and make small changes to improve our own health and as a result, the health of Tennessee.”

Movement for Life is about the everyday, incremental changes that lead to more substantial lifestyle improvements, eventually to a healthier life for all Tennesseans. The campaign includes television, radio, print ads and online advertising, as well as a Web site, MVMTforLife.com.

The interactive site provides all visitors a forum to make healthy proclamations in four categories including weight loss, fitness, smoking cessation and healthy community. It’s designed for all participants, not just BlueCross members, to declare their health and wellness goals and to serve as motivation and inspiration for each other.

BlueCross members can benefit from an additional feature—a virtual coach that will provide daily or weekly health tips on these four topics. Messages can be delivered via e-mail, a desktop widget, mobile text messaging and Facebook wall posts.

People can also become a fan of the Movement for Life on Facebook (www.facebook.com/pages/MVMTforLife/146232343004) and follow it on Twitter (www.twitter.com/MVMTforLife) to further encourage health and wellness conversations as well as communicating information about community-based sponsorships and programs.

About BlueCross

BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at www.bcbst.com.