The month-long endeavor, featuring ‘Embrace Tomorrow’ creative messaging developed by partner advertising agency, República, promoted breast cancer awareness. The campaign was also awarded Bronze Anvils for its advertorial series and social media initiatives.
The campaign resulted in a significant increase in the number of mammograms performed throughout the Baptist Health network in October 2013 from the previous year. The program encouraged women to visit Baptist Health diagnostic facilities for mammograms and reinforced Baptist Health’s reputation as the premier regional cancer care provider.
“By winning our profession’s most esteemed award, the Silver Anvil, Baptist Health South Florida joins an exclusive group of professionals whose work exhibits outstanding achievement in the public relations industry,” said PRSA 2014 National Chair Joe Cohen, APR.
Baptist Health South Florida developed a multifaceted, bilingual, consumer marketing program around the issue of breast health after research suggested an opportunity to expand its outpatient diagnostic testing services. As a result, the concept of the campaign focused on caring for a healthier tomorrow by getting a mammogram today.
In addition, for the first time in Baptist Health South Florida’s history, its iconic green pineapple logo appeared in pink throughout October and many of the health system’s hospitals and other facilities were lit in pink to commemorate those whose lives have been touched by breast cancer. The pink logo change firmly aligned its brand in the consumer’s mind with diagnosis and treatment of this disease. It encouraged everyone, including employees, to participate in the Baptist Health Goes Pink movements.
“We are honored to be recognized among nationally reputable brands,” said Roymi Membiela, corporate vice president & chief marketing officer of Baptist Health South Florida. “It is great to know that our marketing success is making an impact in our community, aligning with Baptist Health’s mission of caring for the community in which it serves.”
Baptist Health is the largest healthcare organization in the region, with seven hospitals (Baptist Hospital, Baptist Children’s Hospital, Doctors Hospital, Homestead Hospital, Mariners Hospital, South Miami Hospital and West Kendall Baptist Hospital) and Baptist Outpatient Services, which includes more than 30 outpatient and urgent care facilities spanning three counties. The not-for-profit, faith-based Baptist Health has more than 15,000 employees and 2,200 affiliated physicians, and also includes Baptist Health Medical Group and internationally renowned centers of excellence. Baptist Health Foundation, the organization’