By DAVID BERTOLA
dbertola@bizjournals.com | 716-541-1621

BlueCross BlueShield of Western New York earned an award for the development and execution of its "Healthy Changes Everything" branding campaign.

It was named Best of Blue by the BlueCross and BlueShield Association for the campaign, which was introduced locally in fall 2010.

The campaign focuses on doing a simple healthy act to improve individuals' life or overall well-being. The company worked with its agency of record, Eric Mower and Associates, to develop multiple media platforms including print, billboard, radio, digital and TV, and showcase employees engaging in physical activities or illustrating healthy behavior.

The campaign won in the consumer marketing category, and BlueCross BlueShield competed against 27 other Blue plans from across the United States to win the Blue Plan 2010 Marketing and Communications Award, which recognizes outstanding initiatives.