CareFirst Launches 'Live Fearless' Ad Campaign

Company's first brand awareness campaign since 2013 will run through mid-November

Baltimore, MD (September 14, 2015) - CareFirst BlueCross BlueShield (CareFirst) unveiled today a new nine-week brand advertising campaign that encourages its members and prospective customers in the mid-Atlantic to follow an inspirational mantra: “Live Fearless.”

The company will showcase the “Live Fearless” campaign through mid-November with several TV and radio spots, banner ads on popular websites and digital platforms like Pandora, and advertisements in print and at some of the region’s largest sports and cultural venues.

“Live Fearless” is the company’s first brand advertising campaign since CareFirst, the region’s biggest health insurer, launched “You + Your Doctor + CareFirst” in 2013. It is intended to encourage consumers to live their lives without worrying about having quality health care coverage when they need it. The campaign also reminds consumers that CareFirst has the largest network of doctors in the region and remains a company consumers can trust to provide quality, affordable health coverage.

“‘Live Fearless’ is a state of mind; it’s a call to action,” said Rita Costello, CareFirst’s Senior Vice President of Strategic Marketing, Product Development and Communications. “We strive to give our members the stability and security to live without fear or worry every day. While that might look different to different people, the bold idea behind ‘Live Fearless’ is the same.”

“Live Fearless” was created for the Blue Cross and Blue Shield Association (BCBSA) and its licensees by Chicago ad agency McGarryBowen. Thirteen other BCBSA licensees have used the “Live Fearless” campaign since it was introduced in 2013.

The media plan was developed for CareFirst by GKV of Baltimore. CareFirst’s “Live Fearless” ads will appear on TV and radio broadcasts in the Baltimore, Washington, D.C., and Salisbury, Md., markets, while radio ads also will broadcast on stations in Frederick, Md., and Hagerstown, Md. Print ads will appear in Baltimore Magazine and Washingtonian Magazine.

“Live Fearless” signage will be displayed at Hippodrome Theater, Royal Farms Arena and Oriole Park at Camden Yards in Baltimore, and at RFK Stadium, Verizon Center, Nationals Park and FedEx Field in the National Capital Area.

CareFirst also plans to promote the “Live Fearless” campaign at the Baltimore Running Festival on Oct. 17 and through its Facebook, Twitter, YouTube and other social media channels. More information about the "Live Fearless" campaign is available at

About CareFirst BlueCross BlueShield

In its 78th year of service, CareFirst, an independent licensee of the Blue Cross and Blue Shield Association, is a not-for-profit health care company which, through its affiliates and subsidiaries, offers a comprehensive portfolio of health insurance products and administrative services to 3.4 million individuals and groups in Maryland, the District of Columbia and Northern Virginia. In 2014, CareFirst contributed nearly $55 million to more than 300 community programs designed to increase the accessibility, affordability, safety and quality of health care throughout its market areas. To learn more about CareFirst BlueCross BlueShield, visit our website at or follow us on Twitter.