Blue Cross Blue Shield in North Carolina thought it might be nifty to spend a lot of money writing its customers and asking them to lobby Democratic Senator Kay Hagen to oppose the health care reform bill. Only problem? Blue Cross had just raised their customers’ rates by 11%. People lost it.

First, they learned their rates will rise by an average of 11 percent next year.

Next, they opened a slick flier from the insurer urging them to send an enclosed pre-printed, postage-paid note to Sen. Kay Hagan denouncing what the company says is unfair competition that would be imposed by a government-backed insurance plan. The so-called public option is likely to be considered by Congress in the health-care overhaul debate.

“No matter what you call it, if the federal government intervenes in the private health insurance market, it’s a slippery slope to a single-payer system,” the BCBS flier read. “Who wants that?”

Plenty of people, it turns out.

Indignant Blue Cross customers have rebelled against the insurer’s message, complaining that their premium dollars have funded such a campaign.

They’ve hit the Internet in a flurry of e-mails to friends and neighbors throughout the state. They’ve called Hagan’s office to voice support for a public option. They’ve marked through the Blue Cross message on their postcards to instead vouch support, then dropped them in the mail — in at least one case taped to a brick — to be paid on Blue Cross’ dime. Or dimes.