As Miami-Dade County’s hospital, Jackson Memorial Hospital and its affiliated branches provide care for most of the area’s indigent population. Consequently, a lot of the area’s funded patients, not wanting to associate with those less fortunate than themselves, seek health care elsewhere – in spite of, and in ignorance of Jackson’s worldwide reputation for leading in countless different medical fields. Our task was to right that ship, to counter public negative perception, to enlighten funded county residents so they will consider and/or choose Jackson.
Built around the phrase “On1y Jackson”, each spot in the TV campaign features three amazing Jackson facts. Facts like: “On1y Jackson has seven specialties honored by U.S. News & World Report”, or “On1y Jackson has over 150 physicians on the Best Doctors in America® list”, or “On1y Jackson has Florida’s largest Neonatal ICU.” Built modularly, each fact gets eight seconds to evolve, to go from blue to white, or white to blue, to bring the fact to life, before transitioning to the next fact – followed by a six second super/call to action ending.
Now, Miami-Dade, and even Broward residents are aware of Jackson’s many accomplishments. Opinions are shifting. People are taking note and thinking – shame on me, I’ve been short-changing Jackson, should I ever require hospitalization, treatment or diagnosis – I will definitely consider Jackson. Jackson is getting more respect. Not only for caring for the less fortunate, but for delivering internationally renowned care on so many different fronts.