Blue Cross Blue Shield of North Carolina launched the Blue Asks You program to educate North Carolinians about healthcare in an interactive way and address misconceptions about health insurance. The crowd-sourcing platform allowed residents to learn from and share opinions with each other, while also informing BCBSNC's programs and outreach. Real-time results from discussions helped shift perceptions of BCBSNC and the healthcare industry by moving from a telling to a listening culture. Insights from interactions have benefited BCBSNC's development of new initiatives and continued the multi-year program.