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.
