PRoject
overview
Penn Medicine’s outsized reputation can be a little intimidating to consumers. We set out to change that with The Difference Makers, a campaign about the human spirit.
Strategy
Amplify the why behind the actions.
the campaign
Breakthroughs, discoveries, accolades and headlines.
They matter. But to us, only as much as the others things we do every day to make lives better. The unseen and unheard and often, the unremarked. These are the acts and actions that may not be as obvious or evident or as big. But to us, they are monumental because of the impact they have on the lives we touch, improve and heal. And they are what fuels our belief that we can and will be the difference that medicine needs.
CAMPAIGN EXTENSION WORK:
OUT OF HOME
SOCIAL (INSTAGRAM)
Animated Editorial Covers - (When Angels Sing & The Gift of Hands)
SOCIAL (INSTAGRAM)
Swipe-up Podcast Teasers With Audio (The Antidote & Doctor, Heal Thyself)
SOCIAL (INSTAGRAM)
Swipe-up Podcast Teasers Text Only (The Antidote & Doctor, Heal Thyself)
INITIAL CAMPAGIN WORK:
TV
The Difference Makers (0:60)
The Difference Makers (0:30)
Radio
Out of Home
Transit
Digital/MOBILe
THE PODCAST SERIES
THE editorial stories
(PennMedicine.org/DifferenceMakers)
