Independence Blue Cross debuts new “Changing the game” position, creative campaign

Campaign to debut during 2012 Olympic Games Opening CeremoniesPhiladelphia, PA — July 27, 2012 — Independence Blue Cross  (IBC) today introduces a new brand position and advertising campaign that highlights the benefits of a better coordinated health care system that places members’ health and wellness at the center of everything the company does. IBC is leading the transformation of health care in southeastern Pennsylvania by delivering access to high-quality patient care and lowering costs for consumers — truly changing the game. The compelling new advertising