Assignment: BayCare as a health system has existed for years but never been advertised as itself – rather existing mostly as logo attached to the advertising of specific hospitals. Our assignment was to launch the BayCare brand in earnest, and create brand associations among influencers and consumers. 

Approach: We created a position that communicates both the medical excellence of BayCare, as well as their compassionate care: “Humanity at Work.” The creative introduces and explains the nuance and support of this vision. 

Results: So far this campaign has seen increased awareness and brand recognition among influencers and consumers in the target area. Focus testing has also shown that the creative effectively communicates compassionate care and medical excellence to the target audiences.