Blue Cross Blue Shield (FEP)
Healthcare’s confusing enough. The copy shouldn’t be.
We create content for millions of federal employees—translating dense policy jargon into something humans can actually read. My team and I also wrote extensive copy for BCBS FEP’s monthly social calendar, concepted and wrote TikToks and Reels, scripts and signage for national conferences, and developed campaigns and long-form member education that turned benefits into “ohhh, now I get it.”
Role: In-house Sr. Copywriter @ MERGE
Social Videos + Scripts + Shot Lists
No budget? No problem. We helped BCBS FEP make TikToks and Instagram Reels that cut through the noise. With zero faces, minimal footage, and enough red tape to gift wrap a battleship. The result? Scroll-stopping, click-worthy content that made health benefits surprisingly watchable.
We used a toy mail truck and some DIY terrain magic to roll out big news: USPS employees can now get health coverage through BCBS FEP. One truck, four seasons, countless clicks.
Role: Concept + copy
ACD: Caitlyn Sweeney
Shooting/Editing: Larry Andersen
“Medical Bill Breakdown”
Medical bills shouldn’t feel like a jump scare. I concepted a friendly, jargon-free video that walks members through what they’re actually paying for.
Role: Concept + copy
AD: Taylor Prudencio
We hijacked the TikTok “rating” trend to spotlight all the ways BCBS FEP delivers. Spoiler: they all scored a perfect 10.
Role: Concept + copy
ACD + AD: Caitlyn Sweeney + Taylor Prudencio
Shooting/Editing: Larry Andersen
Member Education Booklets
The heavy lift. My team wrote and edited these extensive guides packed with everything members need to know about their health plan—every benefit, exception, and footnote. It took deep dives, sharp focus, endless edits, and close collaboration with designers and clients. Download one at the link below.
“FEP for You” Newsletters:
I wrote monthly member newsletters that turned need-to-know health info into actually-want-to-read content—clear, helpful, and never boring (even when talking about deductibles).
Role: Content + copy
AD: Rafa Torres
Presentation decks + Voiceover scripts
From dense policy deep-dives to quick-hit explainer scripts, I adapted to any topic, tone, or format. Whether it was a 40-slide deck or an AI voiceover on dental fluoride, I made it clear, concise, and kind of enjoyable.
