One of Blue Cross of Idaho’s new television commercials opens with a chirpy jingle. “You’re protected in the sun, you’re protected when it rains,” the song begins. The pitch is clear: This is the insurer for you, no matter your lifestyle.

For Blue Cross of Idaho, the state’s largest health insurer, this is more than an advertisement. It’s a big step.

“This is the first time the company has ever, in its 65-plus years of existence, actually gone out with a brand campaign to explain who we are,” says Karen Early, director of corporate communication.

From the insurers’ perspective, a big change the Affordable Care Act brings is this: There will be many more people buying insurance in the individual market. And that’s a business opportunity.

Follow the link at right to read the complete story on stateimpact.npr.org. There you can also see a video of the ad.