SEATTLE – Regence BlueShield 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.

“For nearly a century, Regence has empowered our members to ‘Live Fearless’ by providing access to quality health care products and services,” says Don Antonucci, president of Regence BlueShield. “As health care continues to evolve our customers are able to focus on what’s most important to them, knowing they have Regence at their side when they need it.”

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 Seattle Metro area on radio, television, print, outdoor, digital and social media.

As Washington’s oldest health plan, 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.

Regence is one of a handful of Blue Cross and Blue Shield plans to use the “Live Fearless” ad campaign, which was created by the Chicago firm McGarryBowen.


About Regence BlueShield

Regence BlueShield has been serving Washingtonians in select counties for nearly a century and now provides more than 1.1 million 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 nationwide experience health care. For more information, please visit, or