Premera Announces "Brain-Powered Decisions" Campaign

Advertisements to Emphasize Power of Healthy Lifestyle Choices
MOUNTLAKE TERRACE, Wash.--(Business Wire)--
Premera Blue Cross today announced the launch of its "Brain-Powered Decisions"
campaign to promote better health. Related advertising in Washington and Alaska
will emphasize the value of daily lifestyle choices in a compelling,
entertaining way.

"BRAIN-POWERED DECISIONS" HIGHLIGHTS PREMERA`S COMMITMENT TO PROMOTING PERSONAL
HEALTH

Every day we face hundreds of decisions, many of which involve our health.
Should I grab an apple or reach for that candy bar? Take the dog for a walk or
hit the couch? Often, we make these decisions by habit or convenience, without
putting much thought into them. Premera`s latest ad campaign for its Washington
and Alaska markets looks to change this by encouraging "brain-powered decisions"
to positively affect health and wellness.

"Brain-powered decisions is a distinctive campaign that introduces simple
lifestyle choices people make every day," said Dr. Roki Chauhan, Premera`s Chief
Medical Officer. "It features humor to show how Premera members, by using
Premera`s online tools and resources, make good decisions for healthy living."

With an estimated 75 percent of U.S. healthcare costs attributable to chronic
diseases, it`s clear that prevention through improved lifestyle choices is
essential. Premera believes it is important to encourage consumers to make good
decisions-and to support them in this process. Throughout the ad campaign,
Premera will point to its extensive online tools and information resources
available to its members, along with wellness and prevention programs.

A new TV ad for "Brain-Powered Decisions" is now running, augmenting radio and
print advertisements that began running in recent weeks in Washington and
Alaska. To learn more about Premera`s support for wellness and prevention,
please visit www.premera.com.

About Premera Blue Cross

Our mission is to provide peace of mind to our members about their healthcare
coverage. We provide health insurance and related services to more than 1.5
million people. Premera Blue Cross has operated in Washington since 1933, and
Alaska since 1957. Premera Blue Cross is an independent licensee of the Blue
Cross Blue Shield Association.

Premera Blue Cross is a member of a family of companies based in Mountlake
Terrace, Washington, that provide health, life, vision, dental, stop-loss,
disability, and other related products and services.Please visit www.premera.com
for more information.

Premera Blue Cross
Media Relations Manager
Eric Earling, 425-918-3297 office
eric.earling@premera.com
or
Communications Director
Jodi Coffey, 425-918-5953 office
jodi.coffey@premera.com

Copyright Business Wire 2009