Penn Medicine
YOUR LIFE IS WORTH PENN MEDICINE
Penn Medicine is one of the top 10 hospital systems in the United States. Few hospitals in the world can bring hope to patients whose options are limited by conventional medicine. Penn Medicine is leading healthcare beyond those limits as they continue to deliver on the promise that advanced medicine offers patients. While nationally renowned, their facilities are situated in a dense metropolitan area with a wealth of local healthcare centers, so Penn’s message needed to communicate its positioning as a leader without coming across as inaccessible.
The campaign created a central theme focused on patient outcomes, relating the value of a life as the value of Penn Medicine — every patient deserves that chance. It emphasized the universal emotional connection patients have to see their physical quality of life improved and extended through science and medicine that delivers healing. Playing to Penn’s advanced diagnostic, therapeutic and procedural care that provides hope and healing to its patients, the campaign dominated the Philadelphia and Southern New Jersey markets through print, out of home, digital and broadcast media.
PROJECT SCOPE
Advertising
Motion & Video
Out-of-Home
Web Design
Pioneering breakthroughs
Every day, Penn Medicine’s nationally renowned cardiac and cancer programs create scientific breakthroughs that bring hope to patients whose options are limited by conventional medicine. Charley created a TV and radio campaign for both programs as well as an anthem for the overall health system. TV gave us room to tell longer stories of patient journeys, each one focusing on the importance of gaining more time with the people we love — that is the heart of Penn Medicine’s promise.
The science of advanced medicine and the power of human stories
The cornerstone of the campaign is what most differentiates Penn’s health system — the science of advanced medicine and the hope that it brings to seriously ill patients. Your Life is Worth Penn Medicine.
Charley developed a design system that defined the advertising, executing it through two channels to communicate the core message. We describe this as the right and left brain of Your Life is Worth Penn Medicine.
Photography was used to differentiate between the two sides of the campaign. For the lifestyle executions, black and white photography was used to depict the moments and relationships that emotionally underscore why Your Life is Worth Penn Medicine. The science executions use abstract color imagery to represent the different elements of Penn’s breakthroughs in advanced medicine. Graphic callouts in bright colors were used throughout as scientific proof points to support the campaign messages.
The train station domination campaigns allowed Penn Medicine to reach not only commuters within the Philadelphia and NJ metro area, but also the East Coast from Boston to Washington.
The abstract photography became really powerful in telling the advanced medicine story when used in large scale out-of-home environments.
Putting the “worth” in “Your life is worth Penn Medicine.”
It was crucial for the success of the brand promise to have buy-in across the entire organization — from executives, doctors, nurses and medical clinicians to facilities staff. Everyone makes an impact, no matter how large or small. Charley used Penn Medicine’s intranet platform to create a mini-site where employees could learn about how to best deliver the brand promise and honor the values the campaign sought to spotlight. A big part of this effort was a section dedicated to patient success stories and clinical breakthroughs, where staff could contribute their own memorable moments and highlight their team’s contributions. Providing a space where employees could engage with the campaign and each other built continued pride and value in their jobs.
SAFE BLUEPRINT