University of Michigan Health System (UMHS) launched a new campaign to announce the opening of the C. S. Mott Children's Hospital. Created by marketing communications company Campbell Ewald, the campaign drives consumers online to view 12 new in-depth videos that focus on patients featured in the campaign and their experience with UMHS doctors and staff. From Jake who was born with portions of his tibia missing and has been fitted with over nine different prosthetic legs to Ariana who is living and breathing with an expandable, titanium rib - these heartwarming videos take viewers through a timeline of touching accounts of patients' procedures, recovery and triumphs.
"This new, engaging campaign provides the consumer a window into the patient lives and stories of the incredible care they received that is the hallmark of doctors and staff at the University of Michigan Health System," said UMHS Director of Marketing Dave Brudon. "Their dedication, skill and compassion are improving lives today, while their innovations are paving the way to better treatments and cures for tomorrow. That's really the message the campaign captures and drives home."
As part of the overall "Michigan Difference" creative, the campaign features the iconic and inspiring music of the University of Michigan's fight song alongside impactful imagery to showcase new faces and stories that portray the Michigan Difference. The work -- which includes TV, radio, print and online videos -- describes the relationships and partnerships that grow between patients, doctors and staff at C.S. Mott Children's Hospital, while capturing moments within stories and bringing them to life. At the end of the TV spots, viewers are invited to visit mottchildren.org to view the online videos and discover more about the new C. S. Mott Children's Hospital. A new Mott Children's Hospital logo, also created by CE, is revealed and features a child's wooden block with the iconic University of Michigan "M" letter on the front in maize and blue.
Mark Simon, chief creative officer of Campbell Ewald said, "We developed the campaign, and in particular the videos, to take a more personal, in-depth look at the impact the entire hospital has had on the lives of these patients and their families. The stories of these 'little victors' and the people who dedicate their lives to helping them is what 'Hail to the Victors' is all about."
The television spots and online videos will debut on September 3 during the first University of Michigan home football game vs. Western Michigan University that begins at 3:30 p.m. on ABC-TV. Radio and print, which highlights the newly designed hospital and its features, will break on September 5, with TV also running locally on primetime cable and network programming. Campbell Ewald has been advertising agency of record for University of Michigan Health System since 2005.
About Campbell Ewald
CE (Campbell Ewald) is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation's largest communications brands, CE is made up of a collective of thought leaders with innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
CE has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), CE partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy and the United States Postal Service.
About C. S. Mott Children's Hospital
The University of Michigan C. S. Mott Children's Hospital is consistently ranked as one of the best hospitals in the country. It was nationally ranked in all ten pediatric specialties in the U.S. News Media Group's 2011 edition of "America's Best Children's Hospitals" including third in the country for heart and heart surgery. In November, the hospital moves to a new 1.1 million square feet, $754 million state-of-the-art facility that will be home to cutting-edge specialty services for newborns, children and women.