do.^® Physical Activity Media Usage Guidelines

Blue Cross and Blue Shield of Minnesota commissioned the do.^® physical activity campaign as a standalone, community-based initiative to promote and improve public health by encouraging daily physical activity. Blue Cross invited the American Heart Association to co-sponsor the campaign.

The do Campaign has been designed and implemented to improve the health of all Minnesotans, regardless of insurance status and affiliation. We want the do messages to appear where people live, work and play. We encourage Minnesota employers, community groups and others to use do materials from the do-groove.com web site.

Significant time and careful thinking were invested in the creation of the do Campaign. While materials are intended to be broadly shared within Minnesota, certain protections are necessary to protect the integrity and effectiveness of the campaign. Should the message become diluted, or brand identity lost, we fear program effectiveness will be jeopardized. To limit this risk, we prohibit the use of the do logo on any materials not created/approved by Blue Cross and Blue Shield of Minnesota or the addition of other sponsor logos to existing materials. Below are guidelines for those wishing to use elements of the do Campaign.

Media Usage Guidelines

• do materials are intended for use in Minnesota only.
• do materials may not be altered in any way. No adaptations are allowed.
• do materials may not be used to promote products, services or organizations.
• The Blue Cross and Blue Shield of Minnesota logo must NOT be used outside the state of Minnesota.
• Use of the do logo on any materials not created/approved by Blue Cross and Blue Shield of Minnesota or the addition of other sponsor logos to existing materials is prohibited. Many creative executions are – by design – unbranded. We have purposefully designed campaign elements to focus on physical activity – not the promoting sponsors. We believe this is critical to acceptance of do.
• do is intended to promote physical activity. It should not be applied to other behavior change messages (obesity, weight loss, nutrition, etc.).
• Some do executions use photo images and/or actor performances for which Blue Cross and Blue Shield of Minnesota has contracted. Use of these materials will require payment and/or contractual agreement with the artist agents. Contact us at do@bluecrossmn.com for more specific information.
  
  

If you have additional questions regarding these guidelines, please contact us at do@bluecrossmn.com and we will be happy to discuss your questions.

do. is a registered trademark of Blue Cross and Blue Shield of Minnesota, a nonprofit independent licensee of the Blue Cross and Blue Shield Association.