Blue Cross Puts Man in a Glass House at MOA

A local man will spend a month living at the Mall of America in an attempt to provide a model for passersby of how to lead a healthy lifestyle.

Some marketing departments are content with buying an ad in a newspaper or on a billboard, or maybe getting word out via a television commercial.

Not Blue Cross and Blue Shield of Minnesota. As part of its newest marketing campaign, a man will spend a month living on display in one of the world's largest malls.

Between March 18 and April 16, a Minnesota man being referred to as Scott will reside in a glass-walled apartment erected inside the Mall of America in Bloomington.

Blue Cross' initiative is the latest installment in its “Do” campaign, which aims to raise awareness of smart eating choices and the importance of exercise.

Scott, a 45-year-old man, is dubbed “The Human” by Blue Cross. During his 30-day stint at his see-through home, Scott will model daily physical activity and healthy eating.

Blue Cross says the campaign is meant to highlight the importance of community support in helping people lose weight. Roughly 60 percent of Minnesotans are overweight, according to Blue Cross.

The project is based on research that indicates people are more likely to adopt healthy habits when they receive support from their friends and community.

The campaign hopes to connect Scott with other Minnesotans via social media platforms, through which people can vote on activities they want Scott to perform and view streaming videos that document his daily accomplishments.

Blue Cross and Blue Shield of Minnesota is the largest health care insurer based on revenue, which totaled $9.1 billion in 2009. Financial data from 2010 is not yet available.