In 2005, Blue Cross of California Foundation developed eight major initiatives that collectively have had a significant impact in addressing our three core objectives.

Core Objectives

	Focusing on the uninsured
	Addressing the overweight and inactive
	Engaging public opinion makers

Mission

Our mission is to improve the quality, accessibility and affordability of health care across California to enhance the health and vitality of our many diverse communities.
~ Ray Morales, M.D., Director of Social Investment Programs, Blue Cross of California Foundation

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Strategies

	Make grants to develop partnerships with community-based organizations that embrace Foundation priorities
	Raise awareness of free and subsidized state health insurance programs available for the uninsured
	Educate Californians about benefits of living healthy and active lifestyles, and cost savings associated with managing their health care
	Serve as a leader in social responsibility through creation of initiatives that fundamentally improve the health care system
	Promote 'best in class' partnerships that achieve key objectives, and expand successful campaigns to additional key state markets

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	Establish statewide call center and Web site as one-stop resource for uninsured
	Raise public awareness of importance of health coverage and insurance options available
	Enroll thousands of individuals, families and kids in free and subsidized programs

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Focusing on Uninsured Californians

In partnership with Foundation for Health Coverage Education (FHCE), Blue Cross of California Foundation underwrote an unprecedented statewide awareness campaign to provide the uninsured with access to health insurance.

	Created 24-7 multilingual call center -- CA Uninsured Help Line 800.234.1317
	Established parallel Web site -- www.coverageforall.org
	Developed bilingual collateral -- Health Care Options Matrix and Finding Health Care Coverage in CA
	Sponsored statewide bilingual public service announcements -- Print, Radio and TV

Because of Blue Cross of California Foundation, the uninsured can receive basic screening for public and private low-cost insurance, understand their coverage options and be referred to the appropriate program. Thousands of Californians have been insured.
~ Phil Lebherz, Executive Director, FHCE

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Reaching Underserved Communities

Through innovative partnerships with various organizations that empower inner-city youth -- including L.A. Housing Authority and various YMCAs and Boys & Girls Clubs -- Blue Cross of California Foundation is reaching out to the uninsured and providing important education.

	Identified uninsured children and facilitated enrollment in free state-sponsored insurance programs
	Funded scholarships for kids to attend major league baseball camps and games
	Created free year-round fishing trip program for inner-city kids
	Distributed health education materials and items, including sun screen kits, jump ropes

Thanks to Blue Cross of California Foundation, thousands of needy families know there are free and low-cost coverage options available, and the importance of living healthy.
~ Dan Hernandez, Executive Director, Daniel Hernandez Youth Foundation

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		Create series of unique education materials and distribute millions of copies
		Educate families about benefits of living active and healthy lives
		Foster positive health-related behavioral changes among thousands of families

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Addressing Overweight and Inactive Californians

Through a groundbreaking partnership with the non-profit CA Governor's Council on Physical Fitness and Sports, Blue Cross of California Foundation is addressing the alarming rise in obesity and inactivity -- especially among kids.

	Developed statewide PR campaign targeting schools and community youth organizations
	Funded bilingual Web site platform for Californians to get active -- www.CalGovCouncil.org
	Created CA Fitness Award grants to honor individuals and organizations that promote fitness

On behalf of all Californians, I am grateful to Blue Cross of California Foundation for its energetic partnership and outstanding generosity.
~ Arnold Schwarzenegger, Governor

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Focusing on Families

Through partnerships with organizations like American College of Cardiology, American College of Emergency Physicians (ACEP), American Dietetic Association and Los Kitos Comics, Blue Cross of California Foundation created a series of important family-friendly educational publications.

	Developed a dozen publications for use by health professionals, educators and parents
	Targeted messages to parents and kids, particularly in underserved markets
	Provided free access to materials through national Web site -- www.WellPointFoundation.org

Our Healthy Habits for Safe Kids family safety guide is an engaging and effective tool to educate parents. This joint effort with Blue Cross of California Foundation is an important appeal to the parents, as they influence the family behavior.
~ Dr. Frederick C. Blum, President, ACEP

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Targeting Baseball Fans

	Developed series of integrated in-stadium health education messages
	Provided stadium-wide giveaways of co-branded education materials and premium items
	Hosted a dozen partnership appreciation nights to build relations with community-based non-profits

So much can be accomplished when leaders in a community leverage the resources of the public and private sectors for the common good. We are proud to partner with Blue Cross of California Foundation to bring the message of living a healthy lifestyle to the greater Los Angeles community.
~ Frank and Jamie McCourt, Owners, L.A. Dodgers

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Educating Grade 4-12 Students

In partnership with The Los Angeles Times, Blue Cross of California Foundation established a comprehensive health-based curriculum program to educate students on the long-term benefits of living healthy and being active.

	Developed series of 15 enriching in-class lessons adhering to state education standards
	Distributed supplemental health guides to educate parents and families
	Created health literacy contest honoring winning students, their teachers and principals

This incredibly effective program to educate Southern California students and their families could not have been possible without the generous support of Blue Cross of California Foundation.
~ Jack Klunder, LA Times Circulation SVP

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		Advance efforts of community health organizations with millions in grant funding
		Reduce health care system disparities among underserved communities
		Foster health policy changes through research and technology

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Focusing on Shortage of Health Practitioners

Working with California Latino Medical Association (CaLMA), National Medical Fellowships and Latino Medical Student Association -- organizations that help ethnic individuals realize their dream of becoming health care practitioners --
Blue Cross of California Foundation supported a series of medical and nursing scholarships.

	Provided scholarships to minorities seeking medical and nursing degrees
	Funded individual scholarships ranging from $5,000 to $10,000 each
	Created statewide publicity campaign to encourage prospective applicants

Blue Cross of California Foundation's investment in Hispanic nurses is providing much more than interest from applicants, it is opening doors and opportunities for Latinos.
~ Christine Gonzalez, Executive Director, CaLMA

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Creating Health Care Improvements

	Promoted health research and commissions to evaluate critical health issues
	Facilitated creation of electronic data exchange of health information
	Created annual policy reports to educate medical community and elected officials
	Developed educational curricula to eliminate disparities in health care among minorities

Together with Blue Cross of California Foundation we are making dramatic changes to the health care system in California -- especially among underserved communities.
~ Jo Ellen Hylind Ross, CalRHIO Board Chair

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