Anthem Blue Cross Enhances Health of Los Angeles Residents by Providing Access to Innovative Mobile Park Along L.A. River

Anthem Blue Cross Funding Will Support LA River Corp's Rio Vista Pop-Up Park
Dec 2, 2014 4:35 PM ET
Campaign: EcoAd

December 2, 2014 /3BL Media/ - The Los Angeles River is one of the last great underused and untapped public spaces in the region. To help address this issue, Anthem Blue Cross has partnered with CBS EcoMedia to support the LA River Corp’s Rio Vista Pop-Up Park that will make it easy for Angelenos to explore the L.A. River as an outdoor destination and greenway. ID Media, an Interpublic Group media agency, pinpointed the opportunity and guided the project to completion by integrating the program into Anthem Blue Cross’ media plan.

Anthem Blue Cross’ support will enhance the LA River Corp’s Rio Vista program which transforms neglected street ends along the 51-mile river into community assets. Funding will help implement a Rio Vista Pop-Up Park, a mobile trailer structure housing different park structures including benches, play equipment, native plants, and community art. The pop-up park will travel from one neighborhood to another where it will be able to transform a street corner into an active civic space.

"The Los Angeles River is the cornerstone to creating the vibrant and resilient region that we all want to live in,” said Omar Brownson, executive director, LA River Corp. “Anthem's support of the Río Vistas Pop-up Park promotes the L.A. River and the possibilities to improve public health and the attractiveness of Los Angeles' diverse communities as well as being a great example of cross-sector partnerships. Thoughtful planning and design that is centered around the neighborhoods next to the L.A. River ensures that we are building spaces that influence healthier and happier Angelenos."

To celebrate the profound impact that this project will have on the community, 15 Anthem Blue Cross employees helped paint a community mural with local students that will travel along with the mobile pop-up park. Hosts included Cynthia Clotzman, marketing director, Anthem Blue Cross; Omar Brownson, executive director, LA River Corp; Paul Polizzotto, president and founder, CBS EcoMedia, Beth Goldstein, vice president and director of media strategy, ID Media.

“Anthem Blue Cross’ funding of this pop-up Rio Vista will transform communities along the river and provide an active space for all Angelenos to enjoy,” said Polizzotto.

“As the media landscape shifts, we’re looking for opportunities for our clients’ media dollars to work harder while contributing to the community on a tangible, local level,” said Lynn Fantom, chairman and CEO of ID Media. “Anthem Blue Cross’ partnership with LA River Corp sets a precedent for how media campaigns must continue to evolve to be more charitable and impactful.”


About Anthem Blue Cross
Anthem Blue Cross is the trade name of Blue Cross of California. Anthem Blue Cross and Anthem Blue Cross Life and Health Insurance Company are independent licensees of the Blue Cross Association. ® ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. The Blue Cross names and symbols are registered marks of the Blue Cross Association. Also follow us on Twitter at, on Facebook at, or visit our YouTube channel at

About LA River Corp
The Los Angeles River Revitalization Corporation is a 501(c)3 non-profit venture charged with catalyzing responsible real estate and related economic development along the LA River.

About ID Media
ID Media is an Interpublic Group media agency known for identifying and delivering accountable media solutions that create better business outcomes for marketers. Backed by a culture that's deeply accountable for results, our people drive costs down and engagement up across television, digital, and print channels. We work with many leading brands, including American Express, Nationwide, Intuit, Nikon, Cayman Islands, and ID Media is a seven-time winner of IPG awards for diversity and inclusion, as well as a seven-time winner of "Best Places to Work" awards in New York City, Chicago, and Los Angeles. For more information, visit

About CBS EcoMedia Inc.
At EcoMedia, we’re propelled by the desire to create positive social change; that’s been our mission since we founded the company in 2002.  In 2010, after successfully partnering with CBS on a wide range of environmental projects, EcoMedia became the newest addition to the CBS Corporation portfolio, exponentially scaling our reach across television, radio, interactive, publishing and outdoor media. 

Through our patent-pending EcoAd, WellnessAd and EducationAd programs, an innovative twist on traditional advertising, advertisers are able to support much-needed local projects which in turn creates jobs, saves taxpayer money and improves the quality of life in communities nationwide.  In the process, we’re fundamentally altering the advertising landscape, elevating the ordinary, traditional commercial – and media, in general – into a catalyst for tangible, quantifiable social change.  Please visit, like us at or follow us at

By participating in EcoMedia’s EcoAd, WellnessAd and EducationAd advertising programs, EcoMedia’s advertisers agree to provide funding for projects we believe will have a beneficial effect upon the environment, health and/or education within local communities.  EcoMedia’s advertising programs are not certification programs nor are the EcoAd, WellnessAd or EducationAd logos seals of approval. EcoMedia does not in any way certify, endorse or make any representations about EcoMedia program advertisers, their products or services.