(NewMediaWire) - September 23, 2014 - BOISE - Regence BlueShield of Idaho is launching its “Live Fearless” campaign, which encourages consumers to live life to the fullest by counting on Regence for reliable coverage and access to quality health care when they need it.

“For nearly 70 years, Regence has offered our members the means to access quality, affordable health care for themselves and their families,” says Scott Kreiling, president of Regence BlueShield of Idaho. “As health care continues to evolve, our new Live Fearless theme demonstrates our commitment to empower people to focus on what matters most in their lives – knowing they have the protection of Regence.”

Regence believes that “fearless” is a state of mind. Living fearless is choosing to eat healthy when expecting your first child, starting the business you’ve always dreamed of, or finding inspiration to try something new. Live Fearless demonstrates how Regence helps consumers achieve peace of mind while asking in a featured television ad, “When was the last time you felt free? It’s time to uncover that feeling again.” The advertising campaign launched on Monday, Sept. 22, and will be seen and heard throughout the state area on radio, television, print, outdoor, digital and social media.

As one of Idaho’s leading insurers, Regence is creating a more person-focused health care experience by partnering with hospitals and physicians to establish value-based care and other innovative tools that empower people to make healthier choices.

Visit the “Live Fearless” home page to learn more about how Regence is empowering its members to live happy, fulfilling lives.

About Regence BlueShield of Idaho

Regence BlueShield of Idaho, based in Lewiston, has been serving Idahoans for nearly 70 years and now provides more than 151,000 members with comprehensive health insurance solutions. As a nonprofit mutual insurance company and independent licensee of the Blue Cross and Blue Shield Association, Regence is part of a family of companies dedicated to transforming health care by delivering innovative products and services that change the way consumers in Idaho and nationwide experience health care. For more information, please visit regence.com, facebook.com/regenceblueshieldofidaho or twitter.com/regenceidaho.