SALT LAKE CITY – Regence BlueCross BlueShield of Utah is launching its “Live Fearless” campaign, which encourages consumers to live life to the fullest by counting on Regence for reliable coverage and access to quality health care when they need it.

“As the state’s first health insurer, Regence has an unmatched legacy of providing our members with the means of accessing quality, affordable care,” says Jennifer Danielson, president of Regence BlueCross BlueShield of Utah. “And as health care continues to evolve, the Live Fearless theme demonstrates our commitment to empower people to focus on what matters most in their lives – knowing they have the protection of Regence.”

Regence believes that “fearless” is a state of mind. Living fearless is choosing to eat healthy when expecting your first child, starting the business you’ve always dreamed of, or finding inspiration to try something new. Live Fearless demonstrates how Regence helps consumers achieve peace of mind while asking in a featured television ad, “When was the last time you felt free? It’s time to uncover that feeling again.” The advertising campaign launched on Monday, Sept. 22, and will be seen and heard throughout the state on radio, television, print, outdoor, digital and social media.

Within Utah and across the Northwest, Regence is creating a more person-focused health care experience by partnering with hospitals and physicians to establish value-based care and other innovative tools that empower people to make healthier choices. Nationally, one in three Americans rely on Blue Cross and Blue Shield companies for access to safe, quality and affordable health care.  

Visit the “Live Fearless” home page to learn more about how Regence is empowering its members to live happy, fulfilling lives.


About Regence BlueCross BlueShield of Utah

Regence BlueCross BlueShield of Utah, based in Salt Lake City, is the state’s first health insurer and now provides nearly 465,000 members with comprehensive health insurance solutions. As a nonprofit independent licensee of the Blue Cross and Blue Shield Association, Regence is part of a family of companies dedicated to transforming health care by delivering innovative products and services that change the way consumers in Utah and nationwide experience health care. For more information, please visit,, or