The marketing campaign for Blue Cross of California’s young adult health insurance program Tonik Health has won a national Gold Effie Award and a AAAA Jay Chiat planning award from the American Marketing Association. The brand identity, website and ad materials were crafted by Grey San Francisco. Earlier this year, the campaign garnered 11 Addy statues from the Greater San Francisco Ad Club. Tonik, offered through Blue Cross affiliate BCL & H; Insurance Co., looked to attract 19- to 29-year-old uninsured people. It was initially launched in California, but expanded into Colorado and Nevada. About 70 percent of those participating in the Tonik insurance program were previously uninsured.
