Blue Shield of California, Venus Williams Team Up to Address Implicit Biases in Healthcare

The nonprofit health plan's advertising campaign, titled "Hear Me," will feature Williams among several other women who will address topics including race and gender biases in healthcare.

Blue Shield of California recently announced a new collaboration with entrepreneur, equality advocate, and tennis star, Venus Williams, to address the implicit biases and systemic inequities still found in healthcare.

The nonprofit health plan's advertising campaign, titled "Hear Me," will feature Williams among several other women who will address topics including race and gender biases in healthcare.

"For groups, including but not limited to, women, people of color, immigrants, and low-income populations, accessing and receiving the care they need and deserve can be challenging," Jeff Robertson, senior vice president of consumer growth and chief marketing officer at Blue Shield of California, said in a statement. "We are proud to be working with tennis icon and activist Venus Williams in addressing the implicit biases and systemic inequities that persist in health care today."

Williams will collaborate with Blue Shield of California over the next year to bring awareness to issues such as mental health, black maternal health, fitness, wellness, and Sjogren's Syndrome, an autoimmune disorder she was diagnosed with in 2011.

"I am deeply passionate about prioritizing health and well-being, so joining the Blue Shield of California team on this campaign was an easy decision," Williams said in a statement. "I look forward to advocating on issues that I truly believe will not only uplift women, but also shed light on matters that affect entire families and communities."

The "Hear Me" campaign is part of Blue Shield's larger "Who We Stand For Sets Us Apart" advertising campaign, which celebrates the strengths and accomplishments of women, and features a four-time Special Olympics USA Gymnastics Champion, a Latina trauma nurse, a military veteran, and a ballet dancer in her 60s.