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.
MUAHS Awards Unveils New Award Category For Theatrical Productions
The Make-Up Artists & Hair Stylists Guild (MUAHS) IATSE Local 706 will debut the highly anticipated new award category, Broadway International, to their awards ceremony on Saturday, February 15, 2025, at the Fairmont Century Plaza Hotel, presented by Giovanni Eco Chic Beauty. The new category will expand the recognition of outstanding Make-Up and Hair Styling Artists to encompass all live theater productions, including Broadway International live productions. With the addition of Broadway International, the ceremony will now shine a spotlight on beloved theatrical productions from around the world, recognizing the hard work and creativity of Make-Up Artists and Hair Stylists in this genre. The MUAHS Guild Awards also honor Make-Up Artists and Hair Stylists in motion pictures, television, commercials, and music videos in 23 categories. “We are so pleased to announce the addition of the Broadway and International Live Theater Production category. The MUAHS Guild Awards are now all-inclusive and participation is worldwide for film, television, and theater. We are very proud to be one of the very few awards shows that recognize the extraordinary work of Make-Up Artists and Hair Stylists in theater productions,” said Julie Socash, President, MUAHS, IATSE Local 706. “I couldn’t be more excited to learn of the addition of the Broadway and International Live Theater Production category to the Make-Up Artists and Hair Stylists Guild Awards. I look forward to these amazingly talented artisans from the theatrical world receiving recognition for their hard work, expertise, and dedication to their crafts,” said Angela L. Johnson, President, Make-Up and Hair Stylists, IATSE Local 798. The qualifications for Outstanding Make-Up... Read More