title: "Ageless Heroes" define Blues' commitment to baby boomers. Campaign targets marketing to aging population.
abstract: Blue Cross and Blue Shield Association, with the help of agency Age Wave Health Services Inc., develops a program called Ageless Heroes to convey the insurance company's commitment to the concept of healthy aging through National Awards competition and the television program featuring celebrity seniors.
authors.forename: J
authors.initials: J
authors.lastname: Herreria
mesh_terms: D000329:Advertising; D000368:Aged; D054598:Blue Cross Blue Shield Insurance Plans / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D008402:Mass Media; D008875:Middle Aged; D011157:Population Dynamics; D011641:Public Relations; D014481:United States