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Nancy Bond Carle Creative Director

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BCBSRI Rhode Island Rising

Emerging from the pandemic

As the state of Rhode Island emerged from two years of lockdown it was time for BCBSRI to emerge as well. Senior management and employees were excited to re-connect with the market and accelerate out of the pandemic. Research showed Rhode Islander’s optimistic, resilient and determined to get their lives back. We decided to connect with their uniquely RI sense of character and community, to show them “rising” in their own ways to embrace the new day. The campaign included digital, social, radio, TV and outdoor — capturing people enjoying their renewed lives and each other. The creative enveloped the state from all media angles, and the net result was a feeling of exuberance and optimism, Rhode Island Rising.

The outdoor was visually driven, consisting of billboards, bus posters and transit shelters in English, Spanish and Portuguese. Multi-cultural experts helped us hit concept, copy and visual notes just right. Facebook, Instagram, LinkedIn and Twitter were used to share stories of Rhode Island organizations “rising” and invited others to join them.

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Agency: Cotrupi & Co
Writer: Amy Flanagan
Producer: Zeke Bowman

 

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© 2025 Nancy Bond Carle

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