{"id":13330,"date":"2012-11-30T13:45:45","date_gmt":"2012-11-30T20:45:45","guid":{"rendered":"http:\/\/stateimpact.npr.org\/idaho\/?p=13330"},"modified":"2013-04-14T19:09:17","modified_gmt":"2013-04-15T01:09:17","slug":"how-obamacare-creates-an-insurance-industry-ad-blitz","status":"publish","type":"post","link":"https:\/\/stateimpact.npr.org\/idaho\/2012\/11\/30\/how-obamacare-creates-an-insurance-industry-ad-blitz\/","title":{"rendered":"How Obamacare Creates An Insurance Industry Ad Blitz"},"content":{"rendered":"
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Molly Messick \/ StateImpact Idaho<\/p>

Karen Early is the director of corporate communications for Blue Cross of Idaho, the state's largest insurer.<\/p><\/div>\n

One of Blue Cross of Idaho’s new television commercials opens with a chirpy jingle.\u00a0 “You’re protected in the sun, you’re protected when it rains,” the song begins.\u00a0 The pitch is clear: this is the insurer for you, no matter your lifestyle.<\/p>\n

For Blue Cross of Idaho, this is more than an advertisement.\u00a0 It’s a big step.<\/p>\n

“This is the first time the company has ever, in its 65 plus years of existence, actually gone out with a brand campaign to explain who we are,” says Karen Early, the company’s director of corporate communication.<\/p>\n

She says it’s a direct response to the Affordable Care Act.<\/a>\u00a0 “Literally, the day after the bill passed was the day we all looked at each other and said, ‘Things are going to change a lot,’ Early says.<\/p>\n