Venus Williams and Blue Shields of CA Partner in New BSSP Campaign


By thesanfranciscoegotist / /

Gender bias has bubbled to the surface of nearly every industry. And now, healthcare is in the spotlight. Just look: 1 in 2 women’s health concerns go unheard and 83% of women with chronic pain have experienced gender discrimination from doctors.

So Blue Shield of California is taking a stand on this issue of gender bias in its latest campaign, Hear Me, developed in collaboration with Butler Shine Stern & Partners (BSSP).  And what better way to shine a light on the issue than to hear stories from real women facing it each day – including tennis champion and entrepreneur, Venus Williams.

BSSP also produced longer-form “Behind the Stories” videos featuring Venus and two other women featured in the launch spot. Directed by Amandla Barakaand, with an all-female crew, the new campaign airs on major broadcast and cable TV stations across CA, as well as Connected TV. 

Speaking on the campaign, Tracey Pattani, CEO of BSSP said “It’s easy to join the conversation about bias when the media is driving a frenzy. It’s a test of conviction to tackle it when headlines have faded and people are back to business as usual.  Hear Me is the uncomfortable next chapter of discussion, demonstrating Blue Shield of California’s commitment to seeing, understanding and addressing the disparities in our health system. Let’s put these biases on the table and tackle them.”   


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