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ST. JOSEPH'S HOSPITAL FOUNDATION
BRANDING/DESIGN/OOH
Building Community Trust and Engagement: How St. Joe's Humanized Healthcare Storytelling to Connect with Donors and Differentiate from Competitors.
People are tired, lonelier, and more disconnected than ever.
But we know that togetherness and community create meaning.
And, health.
In a city full of specialized and world-renowned hospitals, local, community hospitals have a harder time sparking engagements and connections with donors. Simultaneously, St. Joe’s brand perception is faltering. We had to break through in a relevant way, differentiate from competitors, and re-establish the trust we had built in the community.
Our campaign focused on the belief that regular people would love the chance to have their photo taken in a highly stylized image. They would tell their story not just in gratitude to the hospital, but with bragging rights to showcase their community.
Without the budget ability to create an anthemic TV spot like some hospitals, we needed to execute in a way that could not only connect to the hearts of donors through real stories but elevate the “tired” perception of the hospital.
We know that young people get behind causes and that people give to people —
it is empowering to give and be a part of something, particularly for our target.
Our approach: stylized photography highlighting real-life people impacted by the care they received at St Joe’s.
RESULTS
The foundation's most successful campaign in the last 5 years, raising more than $17.5M in 2023.