Blue Cross and Blue Shield of Minnesota
Disrupting the Mainstream Narrative on Racial Health Equity
Blue Cross and ThreeSixty Journalism recognized an opportunity to partner up to empower the next generation of diverse storytellers.
Insight
Research revealed that mainstream media coverage surrounding mental health lacks diverse POVs. Where health inequities exist, people crave media representation of their culture, community and lived experiences – without representation in newsrooms, only one narrative is often told.
Idea
Gen Z have a unique opportunity to serve as changemakers – and authentic storytellers. As a program that helps diverse Minnesota youth learn the art of storytelling, ThreeSixty could connect Blue Cross with high school students interested in journalism. We paired nine students with coaches, videographers and editors to equip them with the tools to create compelling content for their communities. Then, we leveraged our media relationships to help students pitch video stories and create local news hooks for additional earned media coverage.
Impact
The program generated placements in targeted print, broadcast and online media, resulting in a new narrative that drove home the negative impact that racism has on the health of communities of color and why advancing access to mental health care is so important.
Results
27
stories
16M
audience reach
renewed
support for TV broadcast camp
Awards
- PRSA Silver Anvil Award of Excellence
Reach Out
We're excited to talk transformation and help you get where you need to be.
