The “Think, It Matters” campaign and logo was developed to generate interest in, and bring attention to, CareFirst's newly written Code of Conduct policy in 2011. The campaign introduced associates to the new direction CareFirst had undertaken and encouraged them to take an active role in changing behaviors in the workplace. The new policy and resulting campaign was awarded the 2011 Compliance Leader Verification for Health Insurance - and ranked in the top 3 percent of the industry - by the Ethisphere Institute, a leading international organization dedicated to the research and promotion of best practices in corporate ethics and compliance.
The goal was to create an unexpected and eye-catching mark to promote an easily overlooked topic. The logo was used in internal emails, employee training, and on promotional products.