New Work: Aria Health

April 24, 2015 at 9:05 am

 

 

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Aria Health is the largest healthcare provider in Northeast Philadelphia and adjacent Lower Bucks County. While an important part of the communities it serves, Aria is much more than a community hospital. The organization benefits from some of the nation’s health leaders, in specialties such as robotic surgery, cardiology, and orthopaedics, to name just a few.

In efforts to communicate its unique combination of leading-edge medicine and connection to the community, Aria chose Munroe Creative Partners to execute a range of external-facing communications. Leveraging Aria’s newly revamped brand as our jump-off point, we pushed the boundaries to develop an on-brand, yet original and streamlined advertising campaign.

Deliverables included a cohesive series of billboards, as well as two-sheets, transit banners, bus shelters, and bus and trolley wraps. Because ads were positioned in fast- moving, high-traffic environments, we knew that the campaign’s tonality needed to be straightforward enough to be processed quickly, but creative enough to stand apart from the competition.

Messaging included “WE TREAT PEOPLE not patients” and “We’re not just on your side WE’RE ON YOUR SIDE,” which resonated with viewers by offering emotional assertions, with slightly esoteric payoffs. To keep the messaging front and center, bold typography was heavily championed.

Together and apart, each component of this campaign simultaneously achieved Aria’s goals of heightening its brand presence and communicating its unmatched quality of care and personal attention.