Providence Saint John's Health Center
75th Anniversary Campaign
Providence Saint John's
OB·JEC·TIVE
Providence Saint John’s has been serving the Santa Monica and Westside Los Angeles County communities since 1942, and since that time has earned a reputation for clinical excellence and award-winning care in a compassionate and tranquil healing environment. Today, Providence Saint John’s is a nationally renowned 266-bed hospital with physicians, nurses, volunteers and support staff who work as a team to provide the best possible medical care to its patients and the community.
My team and I at C2K communication were tasked with stimulating excitement surrounding the SJHC celebration of its 75th Anniversary. Create further awareness of the incredible medicine available at the Health Center and JWCI, while creating an atmosphere where new fundraising avenues can be explored.
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Key Message
We started the project by developing the key message - “We are Saint John’s”. This message was the consistent message point throughout the campaign, but its focus changes depending on how it was used in specific ads.
For example, the “We” in Saint John’s can mean individuals who feel connected to the SJHC community (e.g. patients, neighbors, researchers, physicians, nurses, trustees, etc.). Alternatively, the “We” in “We are Saint John’s” also represents larger concepts including cure, world-class treatment, and medical collaboration.
"We are Saint John's"
After the key message was defined and confirmed with the client, We worked side by side with the president of the hospital – Robert Klein, to develop the overall identity as well as the branding aspect of the campaign. Together, we worked on the logo and the visual guideline to set the branding foundation for the campaign.
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I·DEN·TI·TY
CHAN·NEL
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As we defined the key message as well as identities, we started our outreach to different channels for the campaign. Overall, we split the reach into six channels
MOTION SPOTS
Videos and motion graphics
Traditional print ads on magazines and news papers
OOH
Outdoor displays
DIGITAL/SOCIAL MEDIA
Contents and user engagements
We produced and aired two spots simultaneously in three, geo-targeting Westside communities and at local Santa Monica and Playa Vista movie theaters: one highlighting the feelings of community inclusion, the Westside lifestyle and the human element associated with SJHC. The second spot features the amazing science, technology and medicine associated with Saint John’s.
MOTION
We highlighted the amazing stories and people of SJHC (and JWCI) via print ads placed in major Westside newspapers such as Los Angeles Times, Beverly Hills Courier and Palisades News. The print ads allowed us to explore more substantive stories of patient experiences, clinical trials and specific service lines that continue to give Saint John’s its extraordinary reputation within the community.
Los Angeles Time
Beverly Hills Courier
Palisades News
With our Out-of-Home Advertising, we created general awareness of the Health Center and its Anniversary through billboard around West LA area, an outdoor banner which displayed on the main building of Saint John's Hospital Santa Monica and also events flags during the campaign's sponsored event.
OOH Displays
Bill board - Birthday
Billboard - Babies
Saint John's Banners
West LA Flags
Together with the overall campaign, we created campaign oriented digital visual assets and worked with different advertising platforms to increase the exposure of the campaign. In addition, we also incorporated a targetted social media strategy to create community awareness. We created Saint John's 75th-anniversary microsite, together with associated social media accounts, where all content for the campaign can be found.
DIGITAL / SOCIAL
THE FINALE
Saint John’s 75th Anniversary Gala
Built upon the process of the campaigns and armed with a clear visual identity system and message, Saint John’s 75th Anniversary Gala Celebration: “The Future of Excellence in Personalized Healthcare” was held on October 21, 2017. The evening commemorated Saint John’s founding and unveil a new era of medical innovation.
Held at 3Labs in Culver City, the 75th Anniversary Gala Celebration honored the people of Saint John’s who make the difference – physicians, researchers, staff, trustees, volunteers, and grateful patients – all working together to save lives.
Through the duration of the campaign, and thanks to the collaboration of both internal team and external partners, the overall campaign was a total success and raised $1.4M for the Health Center just the night of the gala alone.
Campaign Result