DO

DO is an ongoing integrated social marketing campaign conceived by Crispin, Porter + Bogusky for Blue Cross Blue Shield Minnesota. The campaign is designed to get sedentary Minnesotans to “groove their body for 10 minutes, 3 times a day.” Street Factory executes all of the campaign’s on-the-ground tactics, including chalk stenciling, branded hopscotch graphics, installing and maintaining DO walking lanes in malls and skyways, securing wall graphics in parking garages and large employer sites, rotating DO walking speed radars at community walking trails around the state. Supplementing the effort, a street team called the DO Crew roams neighborhoods and parks rewarding Minnesotans for being active with branded pedometers, doggie do bags, socks, garden seeds, water bottles, ice scrapers and t-shirts.