Blue Cross Blue Shield of North Carolina's new ad campaign, "Let's stop looking for scapegoats," features goats in various scenes and garb, and is meant to convey the message that insurers, health care providers and patients must all be part of the solution in lowering health care costs. The state's largest insurer is known for pursuing a strong legislative agenda, and some viewers may interpret the campaign as making light of a serious situation, said Adam Linker, a policy analyst at the N.C. Justice Center's Health Access Coalition. "We made a conscious choice to use humor in this campaign as a way of opening the door to a conversation that can be complex and, at times, uncomfortable," BCBS of North Carolina CEO Brad Wilson said.

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