The American Marketing Association has given the national Gold Effie advertising effectiveness award to the marketing team behind the Tonik Health insurance program.

Blue Cross of California, Thousand Oaks, Calif., a unit of WellPoint Inc., Indianapolis, developed the campaign to reach out to consumers ages 19 to 29, who often go without major medical coverage.

The Tonik campaign helped California Blue sell many Tonik health insurance policies, and 70% of the purchasers were previously uninsured, WellPoint says.

WellPoint units later began selling Tonik coverage in Colorado and Nevada.

The Tonik brand identity, Web site and marketing materials were developed by Grey San Francisco, North San Francisco, Calif.