CHATTANOOGA, Tenn. — The Color of Blood, the third video in BlueCross BlueShield of Tennessee’s African-American Contributions Series, has won the Platinum Award in the 2009 Ava Awards for video, film and documentary productions. Only 12 percent of the 1,700 entries from the United States, Canada and other countries have won the award, which is the organization’s highest honor.

The Color of Blood tells the story of African-Americans and their fight for equal rights in the United States military. The 26-minute documentary features historians, professors and veterans who experienced this controversial time firsthand.

“Winning this award is truly an honor,” said Ron Harris, manager of workforce diversity for BlueCross. “It reinforces the important sacrifices made by African-American soldiers in our nation’s military.” The Ava Awards are administered and judged by the Association of Marketing and Communication Professionals and recognizes outstanding work by creative professionals in the concept, writing, direction, shooting and editing of audio-visual materials and programs. Winners were selected from over 160 categories in three divisions: television productions, video/film productions and web/new media.

The African-American Contributions Series is an award-winning video series sponsored and produced by BlueCross that highlights the achievements of African-Americans throughout history. The DVDs are sent to Tennessee-area schools, museums and libraries to be used as an educational resource for educators and students.

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.