• Jackson Campus Banners Banners
    Jackson Heroes Spanish Advertising Spanish Advertising
    JacksonHeroes.com Micro Site Micro Site
    Jackson Heroes Newspaper Ad Print - Newspaper
    Jackson Heroes Advertising Advertising

Project Description

Background: During 5 years the agency served as AOR for the Jackson Health System, South Florida’s taxpayer-funded public health system, and one of the largest in the nation.

Challenge: Jackson was faced with financial difficulties, strong competition and employee morale issues. However, the system and its flagship hospital, Jackson Memorial, were also regarded as the place to go when only the best healthcare would do. 

Our Approach: Jackson Health System’s “Heroes” is a branding campaign strategically developed to increase brand awareness and reinforce the community’s perception of Jackson Health System as the premier healthcare provider in South Florida. This comprehensive multimedia bilingual campaign – inspired by TV dramas featuring heroic characters solving insurmountable challenges – featured Jackson employees at every level portrayed as “Real Heroes for Real Life Dramas.” The campaign’s second objective was to boost morale among system employees.

A comprehensive micro-site expanded on the concept and showcased detailed stories for each of our heroes.

Media support included extensive TV, radio, outdoor, transit and print media in English and Spanish. Multiple executions were produced featuring the entire health system as well individual associates and specific specialties.