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.

BlueAnn’s HealthyClassAct

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 Health Club

Materials

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 Class Club

Materials

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.

“Don’t Start”Smoking

Storyboard Contest Sponsorship

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

AchievementsThe Blue & Youth HealthProgram has givenArkansas Blue Cross anopportunity to: Reinforce its message of health

and safety throughout the state

Teach children valuable wellnesslessons

Begin meeting a real health need

Lead the market in this type ofprogram

Be recognized with several awards