In 2009, the state of Tennessee was ranked 49th in the nation for obesity. Recognizing this dire situation, Blue Cross Blue Shield of Tennessee (BCBS) wanted to empower their members, and residents throughout the state, to begin taking small steps toward healthier lifestyles and communities.
Studiocom worked with BCBS to develop a platform that would not only convey tactical information, but would convince TN residents to change their ways of thinking about healthier lifestyles and engage with each other as part of a supportive, online movement. The result was Movement for Life (MVMTforlife.com), which included a unique “Proclamations” page for users to declare and share their health goals. Studiocom also developed the Virtual Coach, an added-value feature that provides BCBS insurance plan members with emails or SMS reminders about their specific exercise routines and health aspirations, helping to keep them continually motivated and on-track.
To spread the word about MVMTforlife.com, Studiocom created geotargeted banner ads, social communications and three sponsored “workout playlist” Pandora stations, becoming the first insurance provider to utilize that medium.  To date, listeners spend nearly twice as much time on BCBS stations as other advertiser-sponsored Pandora channels, and MVMTforlife continues to gain fans on Facebook and Twitter.