After collecting data for five years, the Blue Cross and Blue Shield of North Carolina (BCBSNC) realized the state had dramatic rates of inactivity and obesity.
To get North Carolina residents off their couches, BCBSNC launched a statewide wellness initiative – The Million Step March (MSM), a mass march spanning from the Blue Ridge Mountains to the Atlantic Ocean. The organization hoped that the effort would get citizens of the state more active and help increase their level of health.
Strategy