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New Creative From OhioHealth Builds on Keep Making Plans
- Tuesday, Sep. 5, 2023
When OhioHealth approached Doe-Anderson with a goal to become the de facto leader in cancer care in Ohio, the agency leaned into a key insight: Many patients are too scared to think about tomorrow, let alone make real plans for the future.
That understanding drove the Effie finalist campaign, “Keep Making Plans,” which premiered during the 2022 Super Bowl.
“The last thing patients want to see while fighting cancer is advertising built around scans and hospital rooms,” said Leyla Touma Dailey, Doe-Anderson president and chief creative officer. “Instead, we’re sharing intimate moments that champion the resilience of the human spirit. Because the level of care OhioHealth provides empowers those living with cancer to keep making plans – no matter how bold.”
The campaign was more than a creative success – blasting through year one goals for lift in awareness and consideration.
“Beyond what our research told us, we heard conversations about Keep Making Plans in coffee shops, workplaces, and on social channels,” said Katy Dalton-Rigsby, OhioHealth vice president for marketing and communications. “The campaign was doing exactly what we hoped it would do – get people talking about OhioHealth and about not having to press pause on life because of a cancer diagnosis.”
With the key message to “Keep Making Plans” so clearly resonating with Ohioans, the agency saw the next round of creative as an opportunity to amplify the idea with three new, relatable heroes, each achieving an aspirational goal either during cancer treatment or in cancer remission. The team also developed character-generated content as a new story-telling element exclusively for social channels like Tik Tok.
The new campaign launches with the “Mark” creative on TV, connected TV, out-of-home, social, and digital components on September 2.
Chief Executive Officer: Dr. Steve Markovich, Chief of Marketing: Sue Jablonski, Other executive level: Katy Dalton-Rigsby, Jennifer Reimer (VPs), Brand Marketing Manager: Rachel Driskell (BM) Kelly Feeley (Director Brand Manager), Communications VP: Susan Merryman
Chief Creative Officer: Leyla Touma Dailey, VP - Group Creative Director: Miles Harvey, Associate Creative Director (Copy): Sam Plappert, Executive Producer: Laury Christensen, Senior Art Director: Tim Ofcacek, Group Account Director: Steve Kauffman, Account Director: Jack McIntyre, Project Manager: Megan Radford, Executive Strategist: Jake Kaufman, Media Planners: Jen Walker and Melanie Whitham
Production Company: Brother Co
Director: Giovanni Messner, Production Company Producer: Magdalena Martinez, Photography: Jussi Grznar
Editing/Post Production/Special Effects: Sputnik Studio Company (:30 spots & one social concept); Doe-Anderson, Chase Stewart (Social media videos); Post Production Supervisor: Iga Zawadzinska; Music House: Singing Serpent, Inc, Music Producer: Jon Spencer, Colorist: Jack Bulik; Audio (Radio Only): Thoughtfly Studios, Chris Duke