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Arkansas Blue Crossand Blue Shield
Positioning Statement
Blue & You.
Together. For aState of Better
Health.
(a play on words)… a community relations
program designed to betterour communities’ health
status – starting with theyoung people of Arkansas –
encouraging healthybehaviors through teachingstudents about choices thatcan contribute to healthy or
unhealthy behaviors. Theprogram began in 1995.
BlueAnn Ewe(also a play on words)
… is Arkansas Blue Cross andBlue Shield’s big blue sheep
mascot, a costumed characterwho serves as the Plan’s healthambassador, and is the central
figure of the program.
Program Components BlueAnn’s Healthy ClassAct BlueAnn Health Club BlueAnn Class Club “BlueAnn Rocks” Musical Health
Messages BlueAnn’s Wild & Woolly Web
site “Who Wants to Feel Like a
Million Bucks?” Museum Kiosk and Interactive Game
“Get 5” Promotion with Radio Disney
“Don’t Start” Smoking Storyboard Contest Sponsorship
High School Heroes Sponsorship
BlueAnn’s HealthyClassAct
… a high-energy and interactive,fun approach to health, wellnessand safety taught in classroomsthroughout the state featuring
BlueAnn, and utilizingcolorful props and the “Wild and
Woolly Health Tips for Kids”coloring book.
BlueAnn talking doll stays behindas a class health mascot.
Topics• Membership • Nutrition• Exercise • Safety• Dental Health • Hygiene• Tobacco/Alcohol/Drug Abuse Prevention• Emotional Health
BlueAnn Health Club… a free health club for
elementary-school aged children(ages 5-10); two-year membership;
kids receive quarterly healthpackets in mail containing
educational newsletter, activitysheet and gift; parents enroll
children; members also get twobirthday cards.
BlueAnn Class Club… the classroom equivalent of
the Health Club; focus onkindergarten, first and secondgrades; free; teachers enrollclass; one-year membership
(renew at end of year); rewardsfor healthy behaviors.
Packets• Membership• Physical Health• Emotional Health
“Build a Healthy Sundae Partywith BlueAnn” Winners
BlueAnn Health andClass Clubs
Provide children with opportunities to learn about healthy habits and participatein activities at home and in school in an effort to encourage overall healthy behaviors or practices.
Include incentives/rewards forparticipating in healthy activities.
Activities are an effort to begin to measure how health education efforts directly linkto healthy behaviors.
BlueAnn Health andClass Club Membership
BlueAnn Health Club 3,615BlueAnn Class Club 339 classes/
11,046 students
Total Enrollment 14,661 Members enrolled in 68 of 75
Arkansas counties Members in 46 of 50 states Average 22% return on
Health Habits Activity Calendar project (both Clubs)
Average 12.5% return on other activities (both Clubs)
“BlueAnn Rocks”Musical Health Messages
… Twelve 30-second animated, musicalhealth messages for television thataddress health topics in toe-tappingstyle; featuring BlueAnn, kids andsome colorful characters who singhealth messages; utilize a variety ofmusical styles; shown on children’sprogramming on network televisionand cablechannelsincludingNickelodeon.
“BlueAnn Rocks”Musical Health Messages
Topics• Food Pyramid • Exercise Beat • Safety Song• Squeaky Clean (Hygiene) • E-E-Emotions• Brush with Me (Dental Health) • Stranger Danger• Exercise Your Brain • You Need Your Rest (Sleep)• Love Your Lungs (Avoiding Tobacco) • Backbone(Alcohol/Drug/Tobacco Prevention – Peer Pressure)• Exercise, Don’t Supersize (Fitness)
BlueAnn’s Wild &Woolly Web site
… a fun Web site for kids[www.BlueAnnEwe-ark.com], whichcontains health information and activities.Visitors can vote in a weekly poll, playgames, watch BlueAnn’s music videos, jointhe health club, print out activity andcolor sheets, read about healthy goodies,look through BlueAnn’sscrapbook, read herfan mail, view aschedule of BlueAnn’sappearances and more.
“Who Wants to FeelLike a Million Bucks?”Museum Kiosk and Interactive Game… a multi-dimensional, colorful kiosk locatedat the Museum of Discovery in Little Rockthat lets kids play an interactive computergame about health called “Who Wants toFeel Like a Million Bucks?” BlueAnn hoststhe game wearing aRegis-likemonochromatic suitand asks kids fortheir “final”answers.
“Who Wants to FeelLike a Million Bucks?”
Museum Kiosk and InteractiveGame
On average, 115,000 people visit theMuseum of Discovery each year with56,331 being kids on school field trips andmore than 5,000 participating directly inhealth educationprograms involvingArkansas BlueCross sponsorshipand/or BlueAnnmaterials.
“Get 5” PromotionWith Radio Disney
… a Radio Disney national program that airs inArkansas on FM 99.5 to encourage kids to eatfive fruits and vegetables, and accomplish fivefive-minute bursts of physical activity a day.“BlueAnn Rocks” spots and special promos airon Radio Disney and BlueAnn makes specialappearances at several schools during the yearin Central Arkansas(Radio DisneyFM 99.5’s listenerarea) to promotehealth and fitness.
“Don’t Start”Smoking
Storyboard Contest Sponsorship… an opportunity for elementary
school-aged students (K-5) to usewriting and drawing to create astory showing why people shouldnever start smoking … and to win
prizes for their efforts. Thewinning storyboard is turned into aPublic Service Announcement (PSA)
and broadcast on the mediasponsor’s stations as well as
distributed to television stationsthroughout the state for use. The
contest is held in the spring.
High School HeroesSponsorship with American Lung
Association… a unique student-to-student teaching
program with a strong anti-smokingmessage targeting fourth-, fifth- and
sixth-graders. The program, developed bythe American Lung Association, is
sponsored statewide by Arkansas BlueCross. Specially trained high school
students – High School Heroes – presentan anti-smoking message to students in
their school district.
High School Heroes
BlueAnn “Stomp” LyricsHey, kids, gather ‘roundGonna stomp those cigarettes to the ground … I said to the ground, to the ground … it’s happening all around.We’re joining with BlueAnn to just say“no.”And we’re kicking those cigarettes outthe door … I said out the door, out thedoor … just say “No!” Uh!
OutcomesTotal reached to date: 850,000 (hard
numbers)ClassAct: 3,500 kids annually
Club membership: 14,661/2005Television impressions: 1 millionannually/kids; 2 million annually/adults
Coloring book: 11th printingStoryboards out: 500,000/4 years
Storyboards in: 50,000/4 yearsRadio Disney: 45,000 (per month)
Web site visits: 3,000+/monthlyMuseum visits: 56,000/annually
Heroes trained/students reached:30,000/annually
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