Real People. Real Stories.
Franciscan St. Elizabeth Health
This award-winning, multimedia campaign was a brand initiative I led to position Franciscan St. Elizabeth Health squarely against IU Health, a larger competing hospital network and newcomer to the market.
Though both hospitals seemingly offered the same things — new state-of-art-facilities, top doctors and staff, and cutting-edge technology — we decided to leverage FSEH 130+ year heritage of caring for more than 5 generations of local residents, their families, and their community — utilizing actual community members/patients to tell their individual stories in their own words.
My creative team at the time included the following talented individuals:
- Bob Dearing - Account Executive/President
- Kate Smith - Art Director
- Joshua Miller - Web Developer
- Nick Rogers - Copy/Content Development
- Will Cabral - Video Director
- Environmental hospital branding
- Web stories / web photo galleries
- Micro site at stestories.org
- Web story videos
As part of our strategy, we produced several broadcast television spots of patient
stories to push viewers towards more robust stories and content featured on a social sharing,
campaign micro site at stestories.org.
Complimenting, more comprehensive web stories were produced for each patient, allowing them to share intimate and sometimes emotional stories of triumph, perseverance, and return to the life they love. Each story was featured on a social sharing campaign micro site at stestories.org.
This supporting print, like broadcast, was developed to push readers to richer, more robust content that was featured on a social sharing micro site at stestories.org.