(CHAPEL HILL) -- Blue Cross and Blue Shield of North Carolina has issued a challenge for all groups in the health care system to reduce medical costs. Company President Brad Wilson said affordable health care starts with personal responsibility.

"The fact of the matter is if we were to all remember and do what we were taught in third grade health and beyond that would be the most important and most dramatic thing that we could do to contribute to this very, very complex issue," said Wilson. "We're issuing a challenge to insurers, including ourselves, hospitals, doctors, pharmaceutical companies, attorneys and consumers to work together to reign in medical costs."

The company has launched an ad campaign and a web site to get this message out. The web site is called LetsTalkCost.com and aims to start discussion on how to control medical costs.