As a way to inform and protect the youth of Tennessee, as well as the people who influence them, from the dangers of performance-enhancing drugs (PEDs) BlueCross BlueShield of Tennessee teamed up with Katcher Vaughn & Bailey Public Relations in 2005 to launch the Healthy Competition: Real Winners Compete Drug-Free program.
Strategy
BlueCross used its relationship with the Tennessee Secondary School Athletic Association (TSSAA), the governing body of middle and high school athletics, to reach primary audiences. "As more athletes are accused ...