St. Luke’s University Health Network Comprehensive Spine
Branding, Advertising Campaign including Print, Digital, Out-of-home, TV, Radio
ROLES: Creative Director, Designer, Copywriter
St. Luke's University Health Network launched Comprehensive Spine, a pioneering program for back and neck pain treatment. The campaign aimed to position St. Luke’s Comprehensive Spine as the top choice for individuals seeking relief. The tagline, “We’ve got your back. And neck. And spine.” highlighted their patient-focused approach. Compelling visuals showcased the challenges of everyday tasks for those suffering from back or neck pain, effectively conveying St. Luke’s empathy and expertise.
This distinctive creative strategy set St. Luke’s apart from competitors, successfully introducing the program and driving patient engagement. The campaign garnered two American Advertising Awards, including Best Integrated Ad Campaign and Best Video.
CAMPAIGN SUCCESSES:
Drove new patient engagement over 10%
Increased digital engagement
Award-winning campaign increased agency brand awareness
A new tagline communicates St. Luke’s patient-focused approach to healthcare.
Amplifying the discomfort of everyday situations effectively encouraged potential patients to seek treatment from St. Luke's at the first sign of pain.
Radio Spot
Given the campaign's strong reliance on visuals to convey the message, a detailed audio spot was essential to complement the narrative.