UW Health has a strong reputation for discovering and delivering world-class specialty care that treats serious illnesses. However, it is less well-known that they are also at the forefront of finding ways to keep people healthy. This campaign was developed to raise awareness of UW Health’s excellence in population health and commitment to the overall well-being of the people in its communities.

The campaign concept is about redefining the meaning of success in the context of health care. Of course, curing illnesses and discovering new treatments are important victories in patient care. But so are all the other things that UW Health does to keep patients healthy and out of the hospital – and out doing the things they love to do – in the first place. In order to demonstrate that concept, Shine paired lines such as, “We measure success in dance steps… and baby steps… and big, giant, scientific steps,” with beautiful footage of happy, healthy people doing the things they love to do juxtaposed with high-tech medical research and clinical care.

Since Shine launched the Population Health campaign, UW Health’s Image and Preference metrics continue to rise and stay well above those of other area health systems. In the service line most relevant to the campaign, the local public’s preference for UW Health primary care increased by 10% since the campaign launched.