Creative Problem:

To breakthrough the clutter of competing cancer care advertising activity, and differentiate themselves from their local and national competitors, practices in The Network need to move beyond the standard cancer advertising formula of hero physician profiles and advanced technology shots. They also need to address and overcome awareness and perception issues – many patients assume that hospitals offer better care, broader support and more resources. Finally, given that practices in The Network are each branded separately and sometimes feature different specialties, this campaign must be adaptable and locally “ownable.”

When finished, this campaign should be “innovative,” “attention-grabbing” and “different” by design.

Desired Tone/Voice:

“Optimistic, but real”

Brand Standards – Local Practices:

Each practice features different positioning and associated design elements (e.g. logos), which vary significantly in color, complexity and use guidelines. Campaign assets must allow for varied usage, without dominant or “heavy” colorization (e.g. white backgrounds and limited design elements may work best).

Customization Options:

From a design perspective, the practices most typically alter logo, colors and imagery (when allowed). From a copy perspective, the practices most typically alter location and contact information, physician information, and the specific technologies they utilize.

Other Considerations:

Featuring or allowing for optional use of “diverse” (age, race, etc.) patient imagery may help practices maximize the impact of these campaign assets.

Campaign Deliverables:

(8) Display ads; (2) Print ads (horizontal, vertical); (10) Social ads (5 themes, square & rectangle); (1) Radio spot (fully produced + script); (2) Outdoor layouts (horizontal, vertical); (1) Television spot (:30, customizable); (2) Social cutdown videos (:10 + :15)

Recognition:

Best Design Award Winner by DesignRush: The Best Medical Print Designs