Influencing infection
Most advertisements sell products or services. Others are meant to influence behavior by selling an idea that speaks to our values. In fall 2020, as COVID-19 cases rose sharply, OhioHealth needed an a campaign that would motivate a weary and divided public by capturing their attention and hearts. A plea and a reminder that every person could save lives by doing their part.
I was inspired by a co-worker whose father was in the ICU fighting the virus. She said something I couldn't shake. That even though she knew more about COVID-19 than the average person, it took her father getting sick to fully sink in. And by then, it was too late.
The leading concept was, "Are you gonna get it before you get it?" Then later, "We're doing all we can. Are you?"
I wrote copy for several campaign tactics, including print and display ads, Snapchat, email and a commercial aired on TV.
Committed to community
OhioHealth Berger Hospital became OhioHealth's 12th member hospital in 2019, after nearly a decade of partnership. Following the transition, the system wanted to spread awareness of and reaffirm OhioHealth's investment in keeping specialty care close to home for patients in the Circleville area. I produced three concepts, one with an alternate headline.
Speaking their language
Hispanic women are 30% less likely to be diagnosed with breast cancer than non-Hispanic white women. OhioHealth wanted to encourage preventive breast cancer screenings for this high-risk population. I conducted research and worked with external and internal experts to understand values important to Hispanic women. Tactics included display and Facebook ads, newsletter ads, infographics and landing pages. All were produced in English and translated into Spanish to make it more accessible.
30-second radio spot:
You would do anything for the family you care for. Sometimes, that means caring for yourself.
A 30-minute mammogram to screen for breast cancer can help keep you in good health for life, which is the best gift you can give your family.
At OhioHealth, we make it easy to schedule your mammogram with more than 20 locations across central Ohio, and Spanish-speaking guides who are just a phone call away. Call (614) 566-3957 or visit OhioHealth.com/Mammografia to learn more.
Caring for caregivers
OhioHealth's mobile care unit brings care to people across central Ohio who can't easily access health services in their community. In Franklin County, many of these people include pregnant women and new moms who are at high-risk for infant mortality. This campaign included several tactics aimed at educating these women about Wellness on Wheels and how to find a location. I wrote the landing page, display ads, Instagram stories, and Facebook, Snapchat and radio ads.
30-second radio spot:
Every week in Franklin County, three women suffer the loss of a baby. At OhioHealth, we believe every mom and baby are worth a healthy birth.
By getting care while you're pregnant, you can help prevent your baby from being born too small or too soon, giving them their best chance at life. And it's never too late to start.
The OhioHealth Wellness on Wheels mobile unit brings affordable pregnancy care to expecting moms at several locations across central Ohio. Find out where at OhioHealth.com/HealthyBirths, or call (614) 566-9989.
Knowing our place
OhioHealth is one of central Ohio's largest employers. I wrote copy for a print advertisement promoting this fact for Columbus Business First magazine. The message I crafted addressed the health system's commitment as a large employer to building healthier, more inclusive communities.
Partners in health
OhioHealth is a founding partner of the Columbus Crew and the professional soccer club's official healthcare provider. The 25-year relationship has created many opportunities to bring OhioHealth's message of health and wellness into communities across central Ohio.
I worked on two interior wallscapes, for opposite sides of the Crew stadium, and a billboard for the exterior. The ask was to deliver an engaging message that connected with fans, promoted good health and reinforced OhioHealth's commitment to Columbus and the surrounding towns. The wallscapes were designed to be interactive, encouraging fans to take their photo and share it on social media. The theme celebrated the Crew's recent decision to remain in Columbus, after fans rallied against a potential move.
Targeted treatment
During my time with OhioHealth, I wrote copy for several growth campaigns to increase volume in our physician practices. These campaigns were geotargeted to particular zip codes, and at times used geofencing to define a particular neighborhood.
The ad campaigns varied in tactics and destination. They almost always included digital content for social media and Google display ads. Some were printed in local magazines and newspapers, and I even wrote one for a movie theater.
When the campaign promoted multiple practice locations, I also produced a landing page.
