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.ย
That understanding drove the Effie finalist campaign, โKeep Making Plans,โ which premiered during the 2022 Super Bowl.
โThe last thing patients want to see while fighting cancer is advertising built around scans and hospital rooms,โ said Leyla Touma Dailey, Doe-Anderson president and chief creative officer. โInstead, weโre 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 โ no matter how bold.โ
The campaign was more than a creative success โ blasting through year one goals for lift in awareness and consideration.
The new campaign launches with the โMarkโ creative on TV, connected TV, out-of-home, social, and digital components on September 2.