Rising health care costs, whether we like to admit it or not, are everybody's problem. Doctors, patients, hospitals.

Ours.

We're concerned.

And at Blue Cross and Blue Shield of Massachusetts, we're trying to do something about it.

The advertising campaign you're about to see unfold in the next few pages is just one small thing we're doing.

Hundreds of thousands of people, including doctors, patients, and hospital administrators, will see it.

Our intent is simply to dramatize a very

real problem.

We're all part of the solution.