Case Study: Blue Cross and Blue Shield of Minnesota drives mental health media awareness with Padilla

Blue Cross and Blue Shield of Minnesota drives 16M audience reach with Padilla

Blue Cross and Blue Shield of Minnesota partnered with Padilla to address a challenge in health communications. Their goal was to disrupt the mainstream narrative on health, which lacked representation from all communities, particularly in mental health coverage. This lack of diverse storytelling failed to address the barriers to optimal health experienced by many.

Padilla's solution was to collaborate with ThreeSixty Journalism to empower Gen Z storytellers. They paired nine high school students with coaches and media professionals to create compelling video content for their communities. Padilla then leveraged its media relationships to help pitch these stories. This program generated 27 media placements, reached an audience of 16 million, and renewed support for a TV broadcast camp, successfully driving a new narrative on the importance of access to mental health care.

Blue Cross and Blue Shield of Minnesota