THE SCIENCE OF BRANDING
Not only was UC Health at the center of the cure for Polio, but medicine cabinet staple, Benadryl was invented within their walls as well. Yet somehow, they were struggling to own a leadership position in their market.
At a historical time when science was most in jeopardy of losing it's luster, UC Health went all on by choosing SCIENCE as their brand center.
In 2022, we debuted "Relentless," the 3rd campaign centered around their bold In Science Lives Hope brand position.
The campaign boosted off the shoulders of our previous “This is
Science” campaign, which offered an eye-opening look at the
breakthrough technologies and solutions that often don’t get
recognized as science.
After spending over a year, educating consumers and the market on what science actually is, we then turned our attention to showing how a combination of passion and breakthrough science differentiates and separates our care.
Science is not soft or safe. At UC Health, science takes bold and aggressive steps, so the advertising needed to take bold steps as well. For the University of Cincinnati Cancer Center, we extended the series and reintroduced the iconic cancer bell that most hospitals have but with new meaning and a relentless hope.
WHAT DO YOU SEE?
From aggressive camera moves to colorful bursts of animated biology and music that broke the mold of Midwest medical advertising, the UC Health campaign tested off the charts among the patient samples and energized UC Health and it’s care teams.