Good Stuff I've Worked On

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The merger of Northwestern Medicine and west suburban Cadence Health produced Chicago’s first academic-based health system. For the first time in the Chicago area engaging with academic medicine did not require a drive “into the city” but could also be accessed at respected hospitals in suburban locations. The merger was big news in the business pages, but research showed that most consumers didn’t understand what it meant for them. We needed to quickly kick things off with an engaging campaign that introduced the breadth of the new system.

I led the agency team that developed the new strategy and creative, which were shared in early November. Following approval on the day before Thanksgiving, we mapped out a plan to develop and launch two successive campaigns, with the first needing to be produced and in-market in just 6 weeks. Every Breakthrough Leads to You expanded on and transitioned a previously used tagline to communicate the benefit of the new system (convenience). Campaign elements included TV and radio, outdoor, print and a microsite to unite communications while we worked on merging the combined organization’s 250+ individual websites.

Once consumers understood that academic medicine was at the center of a regional health system, the next task (and opportunity) was to engage and inspire them to shape a deeper understanding of what that meant. Northwestern Medicine now represented the best of all worlds – a nationally ranked academic medical center, an affiliation with a leading research and educational institution and highly regarded community hospitals in convenient suburban locations. While many brands focus their communications on "what" they do or "how" they do it, our solution focused on NM’s simple yet powerful “why” -- to help people get back to their lives. 

#ImpactEveryDay celebrated what people can do only when they have their health. The campaign, which featured real patient stories of health regained, appeared on broadcast, high impact outdoor and digital, wrapped buses, cinema airings and print. Everything drove to a campaign site (the final accommodation before those 250+ sites were fully merged) where consumers could learn more about these patients as well as the latest research and advancements that distinguished NM care. 

The University of Illinois Medical Center (later University of Illinois Hospital and Health System, or UI Health) was, as one physician described it, a “light under a bushel”. Often overshadowed by Chicago’s four other academic medical centers, perceptions were either low or non-existent. But to a strong and prestigious faculty as well as the students who came there for a world-class medical education (and to be part of urban change), the reality was anything but. It was time to come out from under that bushel.

I led the team that interviewed dozens of hospital leaders, physicians, patients and UIC medical students to ultimately develop a rallying cry that captured the system’s unique research, education and patient care mission – “Changing Medicine. For Good.” I partnered directly with the system’s one-person marketing department to develop and launch an extensive internal and external campaign and, in the process, established a lifelong friendship (you can't spend that many hours working together on a big and important project without bonding for life.) A potent combination of internal communications including video and lobby displays were used to rally the people who made the health system so powerful, while a health equity video set an inspirational tone.
 

In order to demonstrate UIH’s commitment to being part of the community, original photography and video were shot in the communities surrounding UIH’s various access points, capturing neighborhood residents, art, customs, architecture and businesses. English and Spanish language versions were produced in all mediums. 

When my husband and his business partner endeavored to bring a new kind of running store to Chicago, one more focused on the experience not just of running, but of the community that surrounds and supports runners, I dove in as well. 

The name “Momentum” and the tagline “gear for the self-propelled” were hatched in our living room while the logo and signage were developed by an exceptional art director friend. I got to wear almost all the hats this time, developing the strategy behind a series of print ads (yes, print was still a strong medium for runners) featuring various aches, pains and performance challenges that the knowledgeable and personable team at Momentum could help address. 

The emphasis on community was further supported and enhanced by a series of creatively named and staged fun runs, such as Saturday morning Pancake Runs, Pi Run (March 14 -- 3.14 --  featuring dessert and pizza pie), Hot Chocolate (before there was a national Hot Chocolate series), Mardi Gras, Speed Dating and a Fire Academy Run promoting the annual CFD 5K. Momentum’s Marathon Minutes, a series of videos leading up to the Chicago Marathon (and hosted by Chicago broadcaster Mike Adamle) became a popular series on our website. In the end, Momentum didn’t make it, but the focus on “fun” changed how other stores and shoe manufacturers engage with runners, even today. 

The city of Chicago can be a challenging place for a kid to grow up. Which is why the Boys & Girls Clubs of Chicago is focused on enabling all young people, especially those most in need of guidance and structure, to reach their full potential as productive, caring, and responsible citizens. 

When we first started working with the Clubs (pro bono) we interviewed club directors, counselors, alumni and members. We learned they feel that they are part of more than a “club” – they are members of “A Club for Life”, where they find caring adult professionals who forge long term relationships and life-enhancing programs and character development experiences that provide hope and opportunity. At their individual Boys and Girls Club, members discover the skills, confidence and friendships that ultimately provide positive, life-long impact.

And “confidence” is what guided this campaign because confidence is such a positive gift to give a child. We highlighted a few of the specific programs offered that are designed to instill a sense of self-assurance, independence and pride to help kids now, as well as in the future. 

Developing this campaign was a joy and a privilege.  

Ever heard of hydrocolloids? Well, you’re probably consuming them every day. Hydrocolloids are the natural ingredients that make yogurt creamier, jellies more gelatinous and ice cream milkier. They spread the berries out in your blueberry muffin and suspend those cleaning crystals in your laundry detergent. Heck, we wouldn’t have gummies without them. First introduced as a food ingredient by CP Kelco, the category had over time become commoditized, and CP Kelco was challenged to stand out against larger multi-ingredient manufacturers. 

The food scientists and flavorists at CP Kelco are pretty darned committed to developing new ingredient solutions. They were passionate. And focused. And zealous. Using a sophisticated yet still tongue in cheek tonality, creative focused on their obsession with their craft. Print (a staple for this industry) and digital drove to a fully refreshed website and fresh content to support thought leadership. And we had some fun with it too, developing t-shirts with phrasing that tickled the fancy, and interest, of employees and buyers alike.