CHATTANOOGA, Tenn. — BlueCross BlueShield of Tennessee won two first-place honors in the 2004 “Best of Blue” Marketing and Communications Awards national competition. The awards recognized the company’s 2003 advertising and health care cost campaigns.

"We’re not only proud that the quality of our work was recognized but also that our work positively impacted our members,” said Randy Williams, senior manager of marketing communications and operations.

The BlueCross health care affordability campaign was acknowledged for its successful efforts to increase awareness of health care costs, encourage Tennessee consumers to alter unnecessary health care purchases and behaviors, and bend the trend away from rising costs.

“A great example of our affordability campaign results is the $18 million saved by both BlueCross and its members in prescription drug costs during 2003,” Williams said. “We’ll resume this award-winning campaign and continue to work closely with our members and providers to make health care more affordable in Tennessee.”

Tactics used in the affordability campaign included paid advertorials, educational CD-ROMs, various print materials, speakers’ bureau presentations, white paper reports and press releases.

Also taking home top honors was the BlueCross “Of” advertising campaign. The television and print ad campaign landed the top spot for its strong brand focus and its ability to convey how BlueCross is central to the lives of Tennesseans.

Supported by the winning ad campaign, BlueCross experienced the highest sales in company history.

More than 165 entries from 31 Blue plans were entered into this year’s Best of Blue Awards competition. An external judging panel of communication and marketing professionals selected 20 winning plans in 10 communication categories. This was the 8th annual award program sponsored by the BlueCross and BlueShield Association.

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