Having based its new campaign on the notion that purchase decisions have components of both “head and heart,” CareFirst BlueCross BlueShield is confident that its recently launched efforts will reach consumers? rational and emotional sides.

According to the company?s Ann Gallant, the campaign is based on a “stories theme” with the tagline “The care you need will change. The best way to get it won?t.” The creative, developed by the Washington office of global advertising firm Arnold Worldwide, depicts ways in which CareFirst has helped people throughout their lives.

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