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?
