JACKSONVILLE, Fla., Oct. 28 /PRNewswire/ -- Blue Cross and Blue Shield of Florida (BCBSF) was awarded the Direct Marketing Association (DMA) Echo Gold Award for the Power of the Human Voice Web site campaign. Up against thousands of campaigns from worldwide companies, the competition honors the best direct marketing initiative based on creativity, strategy and results. The award was presented at the 2009 international awards ceremony in San Diego on Oct. 20, hosted by former "Tonight Show" host Jay Leno.

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"The goal of this initiative was to create a dialog with all Floridians to hear and address their concerns about the health care system," says Sheri Manning, BCBSF vice president of marketing communications. "The campaign has been a tremendous success. We have heard from thousands of people and have addressed their needs and challenges by creating new options designed to bring affordable health care to our communities."

The Web site, launched in April 2008, invites Floridians to share their thoughts, ideas and experiences by recording comments online. Visitors can also review the comments of others and learn more about specific health care topics of interest. To date more than 200,000 have visited the Web site and recorded 3,300 messages, a majority of which reference affordability. Responding to these consumer voices, BCBSF has aggressively developed low-cost products for the uninsured or those in danger of becoming uninsured. These products include: GoBlue, BlueSelect, Cover Florida, Miami-Dade Blue, the 'Gift of Health' card and the FamilyBlue Medical Discount Card.

DMA's competition began in 1929 as the "Best in Direct Mail" contest. As interest grew, and business expanded, it was changed in 1979 to encompass all types of media in the entire direct marketing spectrum. Today, ECHO is the longest established international award that honors excellence in direct marketing. Winning campaigns stand as models for what direct marketers always strive for-- to be responsive to clients and engaged with customers.

Celebrating 65 years as Florida's leader in the health industry, Blue Cross and Blue Shield of Florida is mission-driven to improve affordable access to health care. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., BCBSF is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information concerning BCBSF, please see its Web site at www.bcbsfl.com or to listen to Floridians speak out on health care issues visit www.thepowerofthehumanvoice.com.

SOURCE Blue Cross and Blue Shield of Florida

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