Branding with a soul
There is nothing better than working on a brand with a soul—something I’ve come to appreciate about our client Wheaton Franciscan Healthcare while producing their recently launched brand campaign.
At the heart of the campaign is the simple truth—that when someone is sick, hurt, or in need, family and friends rally to do what they can to help. Whether it’s making a meal, sending a card, or a personal visit. As a member of the community, Wheaton does its part—with many convenient locations, expert providers, and the latest technology, as well as by demonstrating compassion and empathy. Beyond that, Wheaton and its associates are involved neck deep with the communities they serve through public service, volunteerism, philanthropy and more.
To cast the television and engage Wheaton’s staff, interviews were videotaped of Wheaton associates telling their personal stories of what they do at work and on their own time to improve the lives of others. The stories were profound and very moving, including mission trips to Guatemala to help patients who are many times left to die, providing primary health care to Milwaukee’s homeless, and acts of kindness as simple as playing music to comfort patients who are afraid.
The campaign—summed up by the theme line Making Our Communities Stronger. Healthier. Better.—includes television and radio spots, print ads and outdoor. A website and social media content was developed that provides visitors with useful tools and information that enables them to “do what they can” to help their family and friends. Original music was composed and recorded with talent including our creative director Nick Pipitone and our client Deb Kozina on vocals.
I’m proud of the work. It’s true to our client and has renewed my faith in the power of humanity.