As Senior Copywriter at Cavalry Brand Development, I helped create this brand for a network of hospitals that joined forces to promote cardiovascular health.
Full page newspaper ads contained actual legally binding documents; a Last Will and Testament and a Do Not Resuscitate Order.
The site walked through warning signs, risk assessments and health tips.
Banner ads and outdoor boards were customized for individual hospitals based on a co-op media spend.
Once brand awareness was established, we created a way to sell health care as a retail product – a gift card redeemable for one cardiac screening.
Client: HCA (Hospital Corporation of America)
Agency: Calvary Brand Development
Art Director: Kim Brayton
Designer: Tom Nynas