Blue Cross and Blue Shield of North Carolina, the state's largest health insurer, is trying to sway public opinion over who’s to blame when it comes to skyrocketing health care costs. To make its point, the company launched a marketing campaign on TV and online.
The campaign uses goats, as in scapegoats, to raise the question: "Who is responsible for rising medical costs? Is it lawyers, hospitals, doctors, individuals, insurers or the pharmaceutical industry?" the ad asks.