University of Vermont Health Network - Champlain Valley Physicians Hospital
CVPH provides great care and great service, but the community wasn’t aware of everything the organization has to offer. Employees of CVPH were not acting as ambassadors of the brand. So we developed a campaign to reach the primary healthcare decision-makers of the household: women.
Our strategy was to design a campaign that speaks to women as the caretakers of the family. Not only to help drive volume to the women’s health and wellness practices, such as OB/GYN, breast care, and cosmetic surgery, but also to services their family members could potentially need, such as gastroenterology, primary care, and pediatrics.
Our campaign concept, “Where are you on your to-do list?” speaks to the fact that women put everything and everyone ahead of themselves. The goal of the creative is to prompt women to “put their health first” by scheduling doctor appointments, such as their annual mammogram because their personal health is just as important as their families’. If they don’t take care of themselves, they won’t be able to take care of anyone else, either.
This campaign won a Silver Award for Health Promotion in the 2015 Healthcare Advertising Awards.