Despite evidence that not flossing can cause heart disease, 80% of people don't floss. Based on the belief that an ounce of prevention is worth a pound of cure, BCBSA has just launched a wellness campaign. Other topics to be covered include sleep, balance and sitting.
Interestingly the communications strategy targets thought-leaders and influencers -- teachers, CrossFit and other fitness enthusiasts.
Here's the video.
So what do you think? Will it resonate with the target? Was it a smart move to target mavens instead of end users? Why or why not? Will it persuade you to start flossing?