In 2002, CareFirst BlueCross BlueShield created an advertising campaign, “The Color of Health Care,” that was visible throughout the region – in Maryland, Washington, D.C. and Delaware. In this campaign, the television spot visually illustrated the attributes of the color blue and connected those qualities with CareFirst BlueCross BlueShield.

This report of the company’s performance in 2002 provides a brief summary of the many reasons so many people look to their Blue plan, CareFirst BlueCross BlueShield, for access to quality health care. CareFirst is the leading health benefits provider in the Mid-Atlantic region with 3.2 million members. Members rely on their CareFirst BlueCross BlueShield card because it represents strength and dependability. They remain loyal to CareFirst because they trust the company’s commitment to quality care.

As this report outlines CareFirst’s accomplishments for 2002 and guides you through the “Color of Health Care” campaign, you will see why in health care, there’s only one color… CareFirst BlueCross BlueShield.

promotes peace of mind.

It stands for strength.
It symbolizes trust and reliability.

It’s the color of loyalty,
the color of dependability.

So when it comes to health care, it’s no wonder so many people choose blue –

CareFirst BlueCross BlueShield.
Because in health care,
there’s only one color.