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Blue Cross Blue Shield of North Carolina

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: Blue Cross Blue Shield of North Carolina, Durham, NC
Company Description: Blue Cross and Blue Shield of North Carolina (BCBSNC) is a fully taxed, not-for-profit company that has served its customers for the last 77 years by offering health insurance at a competitive price and serving the people of NC by supporting community organizations, programs and events that promote good health. Our vision is to be a leader in improving the health care system in NC.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Awards Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Internal Communications

Nomination Title: The 5 Ton Challenge / Weight Warriors

Tell the story about this nominated campaign since January 1 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

In 2012, Blue Cross and Blue Shield of North Carolina (BCBSNC) reached out to its employees with a new program to help them manage their weight. As a company we had to face an uncomfortable fact: The percentage of our employees who were obese or overweight was greater than that of our state’s population, which in turn was greater than the national figure. We wanted not only to raise consciousness of the issue, but do something to motivate meaningful action. Our response, The 5 Ton Challenge, addressed this sensitive issue in an engaging, entertaining and effective way. A companywide weight-loss goal was set at five tons… 10,000 pounds.

Our in-house creative group developed a variety of creative communications materials including educational posters, break-room “table tents,” and more, such as:

• Weekly emails with weight-loss tips and event highlights
• Regular events such as an Iron Chef Competition and Tasty Breakfast Contest
• Online forums for motivation, support and health resources
• Monthly opportunities to win prizes such as iPads, FitBits and $500 gift cards
• A donation of $1 to Playworks – a non-profit dedicated to improving the health of children by increasing opportunities for physical activity and safe, meaningful play - for every pound lost, up to the 10,000 pound goal

Another key element was enlisting a number of employees willing to make a public commitment to striving toward ambitious personal weight-loss goals. It was a group we called the Weight Warriors. They shared their stories along the way through postings on the company intranet and other activities. 

Weight Warriors kicked off in January with a two-day boot camp. Participants spent the time learning about the program and how to use available resources—as well as creating a foundation for the remainder of the initiative.

In addition, the participants had access to the following resources to assist them in their weight-loss journey:

• FitBits: Tracking devices used to measure movement, sleep, and food intake
• Rival Fusion: An online exercise program incorporating monthly fitness assessments
• Health and fitness coaches
• Nutritionists

The Weight Warriors helped serve as ambassadors for the overall campaign. Their willingness to be out front with their weight issues served to inspire and motivate others to join in the Challenge. Their ongoing testimonials, through the blog posts and other communications channels, helped maintain companywide interest throughout the campaign.

By the end of the nine-month 5 Ton Challenge campaign 1,672 employees—or 40% of all employees—had participated in the Challenge. Even better, employees shed 11,300 pounds: 113% of goal. 

Perhaps the best result is the response to the kick-off of the second year. Already participation, year-to-date, is up dramatically and there’s a new class of Weight Warriors ready to help carry on the great work of The 5 Ton Challenge into 2013 and beyond.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

 

Provide a brief (up to 125 words) biography about the leader(s) of the team that carried out this campaign:

Christy Colgan is the Senior Wellness Coordinator for Blue Cross and Blue Shield of North Carolina. Christy manages the employee health and wellness program for BCBSNC and develops strategies and programs to improve the health of employees. Christy earned her Bachelor of Science degree in Exercise Physiology from East Carolina University in 2007 and is currently pursuing her M.B.A. through North Carolina State University.       
     
Nicole Holmes is  an associate communications specialist at Blue Cross and Blue Shield of North Carolina. Nicole graduated from UNC-Chapel Hill with a BA in journalism with a focus in public relations and a minor in business. The 5 Ton Challenge is Nicole’s favorite campaign yet and actually inspired her to lose 10 pounds, helping the company reach their 10,000-pound goal.

 

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