Breast Cancer Awareness Campaign

Magnet Designation Pride Campaign


Background:

SOMC had taken on the rigorous challenge of achieving the ANCC recognition. This process brought together the internal leaders of the many nursing areas within the hospital. The closest competitor, just 45 minutes away had tried and failed to earn this achievement. SOMC had a wonderful opportunity to showcase the pride of those involved in the process.

Challenge:

Our challenge was to have the Magnet Campaign read as unique, but live within our Brand approach.

KemperConnect Recommendation:

Robbie Kemper learned from past successes at SOMC with testimonial based emotionally connected creative. He had an opportunity to capture the hearts and minds of the community. The testimonial approach had worked wonderfully when we involved patients in previous campaigns.

As was customary, SOMC identified several nursing champions, doctors and key community members to invite to participate. Robbie interviewed each person to help tap into “what MagnetMeans” to each person, through their eyes and hearts.

What developed was an outpouring of stories of compassion and nursing pride. This enabled Robbie to tell the story of the achievement in a personal and powerful way. To differentiate from the look of previous testimonial shoots we filmed our volunteers on a white background, and used a cinematic 16x9 format.

Results:

This campaign ran during a time when we took a strategic break from airing Cancer or Heart creative.

Because of the friendly and enthusiastic tone of the interviews and the cheerleading doctors and community members all touting “Magnet Means.....” Robbie created yet another phrase that resonated well internally at SOMC among caregivers and the community they serve.

This campaign served as a way to involve an important internal audience at SOMC - the nursing staff - while providing proof of differentiation from the competition.