virtua health system

when you’re a brand that exists to save lives and bring new ones into the world, you’re more brand virtue than brand benefit. how suitable then, to be asked to create a branding campaign for virtua health system’s breast cancer, obstetrics, and midwifery arms.

uncovering the virtues of virtua health system.

the watsons partnered with virtua health system in creating new, multi-channel ad campaigns to promote their exceptional offerings in breast cancer, obstetrics, and midwifery care. while they’re the largest health care provider in southern new jersey, the depth and scope of their expertise and program weren’t always top-of-mind.

treating the isolation in breast cancer.

to best convey virtua’s unique approach to treating patients with breast cancer, we pushed the level of individual support they provide to the forefront of our messaging. the fact is, every patient is provided their own nurse navigator who educates, supports, and advocates for them through every step of their journey. the messaging is less about touting virtual’s services than sharing their commitment to being there physically and emotionally for every patient.

two campaigns were developed, one with mantra-like messaging in type-only, and the other with evocative imagery—both shining a light on virtue’s unique commitment to helping people thrive—via personal, compassionate—and expert care.

something to love for every mom-to-be.

virtua was one of the first to recognize that the ways in which women wish to manage their pregnancies are as unique as the women themselves. as a result, they now provide the most comprehensive obstetrics and midwifery services in the region. pregnant women are encouraged to create their own maternity blueprints that perfectly their needs and wishes – and those of their families.

while laying out these services, the campaign also educates about the art and science of the lesser-known practice of midwifery. using aspirational, true-to-life imagery with resonant messaging, we showcased the spectrum of ways in which expecting women will receive more than they may have expected.

both campaigns used an integrated, targeted mix – digital, social, video, streaming radio, out of home, print, vehicle advertising, and more – all driving to a branded campaign landing page.