About

Client
University of Florida Health

Media
Video
OOH
Social

Strategy

Deliverables
Video
Social Content
Billboards
PR
Installations

Challenge

As UF Health grows into other regions around Florida, how can we continue to grow its brand and find a way to break out from competitive health systems?

UF Health, a nationally leading academic medical center, has enjoyed high brand awareness and preference in Gainesville, Florida, where the larger University of Florida system is well known and held in high regard. In August of 2023, UF Health joined the U.S. Olympic & Paralympic Medical Network providing care to Team USA athletes. An advertising campaign was needed to draw this connection and make the most of the partnership.

Solution

With this collaboration, UF Health had the opportunity to tap into a huge audience of people who are fans of the Olympic games. According to one amplification study, 51% of respondents believe U.S. Olympic & Paralympic Committee (USOPC) partners deserve their business, versus 24% as the average of all other sports.

Video
Out Of Home

Details

Drawing a connection between the pursuit of record-breaking athletic success that and the drive to advance medicine, D/V concepted a campaign and tagline, Human Progress Has No Finish Line. Leveraging in-house production capabilities, D/V was able to quickly mobilize to develop six video creative executions, including an anthemic launch video, commercials that drew more specific connections to the medical advancements happening at UF Health, and athlete stories, featuring two Olympic and Paralympic stars who have been treated at UF Health.

The campaign also included OOH units along highways in Florida, where we used spectaculars featuring athletes in a surprising and eye-catching way. Here, with the aim of drawing attention to a straightforward announcement of UF Health’s connection to Team USA.

To build excitement both internally among staff as well as among patients and visitors, D/V worked with UF Health to produce banners in its main entrance atrium that captured attention and imagination, with athletes suspended from the ceiling in an unexpected way.

Project Stats

Over the first quarter of the campaign being in market through custom questions we fielded in NRC Health and our ongoing questions related to image, awareness, and preference we have seen gains of between three to nine percentage points.