Blue Shield of California is a not-for-profit health plan provider founded in 1939 and based in San Francisco, California. The organization serves over 3.4 million health plan members and nearly 65,000 physicians across the state. Blue Shield of California was founded by the California Medical Association. TriNet HR Corporation is a cloud-based professional employer organization for small and medium sized businesses. TriNet administers payroll and health benefits and advises clients on employment law compliance and risk reduction. TriNet is headquartered in San Leandro, California. Engine, LLC was tasked to develop a co-op advertising campaign including radio and outdoor which allowed both partners to effectively reach their respective audiences while sharing the media space. Engine, LLC was able to cleverly craft the dual purpose creative content/structure with great success and helped build a new advertising option for both organizations, which could be deployed without degrading any self-supporting messaging and strategy.