(NewMediaWire) - September 23, 2014 - PORTLAND - Regence BlueCross BlueShield of Oregon 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 73 years, Regence has stood behind our members with access to quality, affordable care,” says Angela Dowling, president of Regence BlueCross BlueShield of Oregon. “As health care continues to evolve, Live Fearless demonstrates how we are empowering 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 Portland Metro area on radio, television, print, outdoor, digital and social media.

As Oregon’s leading insurer, 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. Nationally, one in three Americans rely on Blue Cross and Blue Shield companies for access to safe, quality and affordable health care.  

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

Regence is one of a handful of Blue Cross and Blue Shield plans to use the “Live Fearless” ad campaign, which was created by the Chicago firm McGarryBowen.

About Regence BlueCross BlueShield of Oregon

Regence BlueCross BlueShield of Oregon, headquartered in Portland, has been serving Oregonians since 1917 and now provides more than 750,000 members with comprehensive health insurance solutions. As a nonprofit 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 nationwide experience health care. For more information, please visit regence.com, facebook.com/regencebluecrossblueshield, or twitter.com/regenceoregon.