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T26 TOUCH 3: MEMBER (Letter Package) Vary photography by gender and ethnicity when possible. Test a fake membership card. • Approach 1: Membership card serves to reinforce the idea that the T26 member is now responsible for his or her own health insurance decision, and that it is important to be a responsible adult. • Approach 2: Membership card serves as ticket to freedom. Reinforces that T26 can live life to the fullest without worry because of health insurance coverage. Revisit “security” message on brochure. • The T26 may have had no previous understanding of the security that his or her health plan offered. This theme may be more appropriate for the concerned parents. LIFE HAS OPPORTUNITY B-4455 *Photos are for illustrative purposes only. Actual prizes may vary. Copyright © 2013, Excellus BlueCross BlueShield, All rights reserved. , , don’t miss your chance to save on new health insurance options. P.O. Box 22999, Rochester, NY 14692 Visit ChooseExcellus.com/Ready to learn more and view the contest details. ChooseExcellus.com/Ready | See letter for entry code You could win a kayak, mountain bike, treadmill or gift card! Simply sign up to receive email updates at * Have you entered yet? LIFE HAS OPPORTUNITY Y