SAN DIEGO, Feb. 1, 2013 /PRNewswire/ -- The first new television advertising campaign in more than 10 years from Scripps Health features ads with compelling and dramatic twists to the traditional approach to patient stories.
The ad campaign positions Scripps as the provider of lifesaving and life-changing heart, cancer and trauma care by showcasing the dramatic stories of three real patients and survivors. In addition to television, the new campaign includes print ads, outdoor, online advertising and social media. The campaign's first television commercial will debut in San Diego as part of a local media buy to air during the Super Bowl, Feb. 3.
'Where greater things happen' campaign theme
Three 30-second spots offer the new Scripps campaign theme, "Where greater things happen." They each feature a "before and after" approach of weekend athletes – a cyclist, a surfer and a kayaker – who have suffered life-threatening illness or injury, but are now back to doing the things they enjoy most, thanks to Scripps.
"If we want to feature the lifesaving care Scripps provides, our patients say it best," said Don Stanziano, Scripps corporate vice president of marketing and communications. "Through this integrated marketing campaign, we use the patients' voices and give their stories of recovery and a return to a life they love a wider audience."
The campaign was created by DeVito/Verdi West, the West Coast office of the award-winning New York advertising agency DeVito/Verdi.
Ads part of integrated marketing campaign
The print ads take a serious tone by telling the stories of several of these patients' recoveries, as well as introducing new ones. Social media efforts will include a play on the "Where greater things happen" theme, in which patient stories relating to Scripps' outstanding care and innovations are told and shared.
The print ads will run in a number of San Diego publications, and the TV commercials will air in San Diego on local news programs, morning talk shows, Sunday morning news shows, primetime network shows and select special programs, such as the NCAA basketball tournament and the Academy Awards, in addition to the Super Bowl. A package advertising buy made local spots on these highly viewed programs more accessible to Scripps.
"Scripps is a truly amazing institution that does amazing things every day. This body of work is designed to bring Scripps all the credit it deserves among prospective patients as well as referring physicians and other influencers in the health care decision process," said Alan Brown, director of DeVito/Verdi West.
For a complete look at all the TV and print ads, visit www.scripps.org/brandcampaign.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence. The agency has developed a strong digital expertise to broaden and complement its longstanding creative reputation.
The agency has been voted "Best Agency" six times over the last 12 years by the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Daffy's, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
ABOUT SCRIPPS HEALTH
Founded in 1924 by philanthropist Ellen Browning Scripps, Scripps Health is a $2.6 billion nonprofit integrated health system based in San Diego, Calif. Scripps treats a half-million patients annually through the dedication of 2,600 affiliated physicians and 13,500 employees among its five acute-care hospital campuses, home health care services, and an ambulatory care network of physician offices and 23 outpatient centers and clinics.
Recognized as a leader in the prevention, diagnosis, and treatment of disease, Scripps is also at the forefront of clinical research, genomic medicine, wireless health care and graduate medical education. With three highly respected graduate medical education programs, Scripps is a longstanding member of the Association of American Medical Colleges and is recognized by Thomson Reuters for having one of the top teaching hospitals in the nation. Scripps is also the region's only cardiovascular program recognized by U.S. News & World Report as one of the best in the country. Scripps has been consistently recognized by Fortune, Working Mother magazine and AARP as one of the best places in the nation to work. More information can be found at www.scripps.org.
SOURCE Scripps Health