Ontario Blue Cross campaign launch

Ontario Blue Cross pulls no punches in a new campaign about a subject many people do not want to think about - travel health insurance.A 30-second tv spot opens with the screen filled with kitschy travel souvenirs.Off-camera, announcers read news reports...

Ontario Blue Cross pulls no punches in a new campaign about a subject many people do not want to think about – travel health insurance.

A 30-second tv spot opens with the screen filled with kitschy travel souvenirs.

Off-camera, announcers read news reports about the cuts to ohip coverage and out-of-country medical care to the accompaniment of eery music as the souvenirs begin to disappear from the screen to reveal a blue cross.

The message is, ‘If you’re not concerned about your travel coverage, we are.’

This is the first tv spot for Ontario Blue Cross by Due North Communications of Toronto, the agency it hired this past January.

Full-page newspaper ads have run previously with headlines such as ‘Bon Voyage?’ and, one featuring a ohip card, ‘This card is full of holes.’

The campaign is on-going with direct mail, more print advertising and a new tv spot to be added later.

Credits at Due North go to Joan McArthur, creative director, and Angela Carroll, broadcast producer.