Blue Cross and Blue Shield of Minnesota Wins "Best of Blue" Award for The Human Do.ing project

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Blue Cross and Blue Shield of Minnesota

Oct 11, 2012, 05:41 ET

EAGAN, Minn., Oct. 11, 2012 /PRNewswire-USNewswire/ -- Blue Cross and Blue Shield of Minnesota has received a 2012 "Best of Blue" Marketing and Communications award for its "Human Do.ing" campaign— featuring a man living in a fully functional glass apartment at the Mall of America for a month to demonstrate how a person could achieve a healthy lifestyle change.

The "Best of Blue" Marketing and Communications awards are a national award for excellence given by the Blue Cross and Blue Shield Association. Blue Cross and Blue Shield of Minnesota won the Community and Public Relations category. Scott— the Human Doing—worked, ate and slept in the transparent apartment — all the while calling attention to how simple changes can significantly improve health.

The Human Do.ing project was designed to showcase how, with support from others, a regular person can significantly improve their health by making basic changes— such as increased physical activity and substituting more fruits and vegetables into meals and snacks. The project was developed as an extension of the company's do.^® campaign, which encourages people to "groove your body every day" by moving more and eating better.

Over the course of one month, Jorgenson lost 27 pounds, reduced his BMI from 37 to 32 and lowered his cholesterol 110 points. The project attracted significant media attention, with local, national and international coverage over the course of Jorgenson's month-long health journey.

"This award reflects Blue Cross' dedication to support all Minnesotans in making healthier choices," said Zachary Meyer, Blue Cross vice president of wellness and prevention. "Nearly two-thirds of Minnesotans are overweight or obese. By raising awareness around this issue, we continue in our mission to make a healthy difference in people's lives."

Blue Cross and Blue Shield of Minnesota, with headquarters in the St. Paul suburb of Eagan, was chartered in 1933 as Minnesota's first health plan and continues to carry out its charter mission today as a health company: to promote a wider, more economical and timely availability of health services for the people of Minnesota. Blue Cross is a not-for-profit, taxable organization. Blue Cross and Blue Shield of Minnesota is an independent licensee of the Blue Cross and Blue Shield Association, headquartered in Chicago. Go to bluecrossmn.com to learn more about Blue Cross and Blue Shield of Minnesota.

SOURCE Blue Cross and Blue Shield of Minnesota