Although a magnificent display of nature, the Adirondack Mountain Region can be a dangerous terrain. People vacationing here enjoy extreme sports such as hiking, mountain biking, and skiing while those who live here acquire labor intensive jobs and don’t always have access to healthy foods. Though the two groups differ, we found they have one thing in common: they both need access to quality care and fast.


To serve its diverse population, Smith & Jones created a campaign to roll out new creative, positioning and build awareness of its health and wellness services, including bariatrics, weight management, sports medicine and rehabilitation.


The campaign concept represented Adirondack Health’s population and the distinct environment by featuring images of patients participating in outdoor activities such as  hiking, canoeing or on a nature walk. Headlines such as “Your guide for a successful weight loss journey” and “Where active people get back to their nature,” related to the audiences’ lifestyles and their relationship to the network.

We implemented a multimedia health and wellness campaign to include Facebook Newsfeed, digital display and owned media in order to target key audiences on a variety of platforms.

The campaign spoke to both seasonal occupants and full-time residents looking for ways to achieve better health and recover from injuries suffered in strenuous activities.

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