These ads required intentional interaction on behalf of the consumer. By taking insights from the popularity of online gaming, Operation and Staring Contest invited engagement with our Brand in an entertaining way. These two rich media executions were among our top campaign performers based on CTR and ITR industry benchmarks. The Shield Helps campaign acknowledges that life is full of unexpected moments, and shows how Blue Shield helps – with a wide range of plans, availability of dental and vision coverage, and our large networks of doctors. The campaign also introduced a “trust” message with the tagline: “When the unexpected happens, you need a health plan you can trust.3.4 million Californians trust us with their health coverage needs.”