Working at a health insurance company during a pandemic.
Obviously, this was the last thing anybody expected. And we're all a bit pandemic fatigued (as of Feb 2022 (yep, in 2024, too)).
When COVID-19 hit, marketing strategy at CareFirst BlueCross BlueShield went out the window. Everything we planned was put on hold, and for good reason. Our priority became making sure our members were informed and safe.
It was messy early on, but we found our way. I volunteered to guide the content strategy for our Coronavirus Resource Center "blog." We held monthly brainstorms with the goal of exploring the latest vaccine info, confronting myths and disinformation, and exploring life as we knew it.
It was all hands on deck. Copywriters, project managers, managers—everyone contributed.