Ad campaign launches with TV spots Saturday, bolstered with online videos that tell stories of patients who define "Hail to the Victors" theme
Ann Arbor, Mich. —Sept. 2, 2011 — The University of Michigan Health System shines a spotlight on its youngest patients as a new advertising campaign launches Saturday to accompany the November opening of new C. S. Mott Children’s Hospital and Von Voigtlander Women’s Hospital.
The hospitals will move into a new 1.1 million square foot facility, which will provide cutting edge specialty services for newborns, women and children.
The campaign of television, radio, online, and print advertisements points consumers to a new website, www.michigandifference.org, where viewers can watch 12 new videos that tell the stories of patients featured in the campaign and their experience with UMHS doctors and staff.
From Jake, who was born with portions of his tibia missing and has been fitted with more than nine different prosthetic legs as he grew, to Ariana, who is living and breathing with an expandable, titanium rib, the videos allow viewers to journey with these young patients through their procedures, recovery and eventual triumph.
“The new campaign provides consumers a window into patient lives and stories of the excellent care they received, which is the hallmark of doctors and staff at Mott and across the University of Michigan Health System,” says UMHS director of marketing Dave Brudon. “Their dedication, skill and compassion are improving lives today, while their innovations are paving the way to better treatments and cures for tomorrow. That’s the message the campaign captures and drives home.”
As part of the overall “Michigan Difference” campaign, the new children-focused effort features the iconic and inspiring music of the University of Michigan’s fight song, “Hail to the Victors,” alongside imagery that showcases new faces and stories that portray the Michigan Difference.
Other spots feature both adult and children’s care at UMHS, and direct consumers to visit www.michigandifference.org.
The television spots and online videos will debut during the first University of Michigan home football game against Western Michigan University that begins at 3:30 p.m. on Saturday on ABC-TV. Radio and print ads, which highlight the newly designed hospital and its features, will begin appearing Labor Day, with TV spots also running locally on primetime cable and network programming.
About C. S. Mott Children’s Hospital and Von Voigtlander Women’s Hospital
The University of Michigan C. S. Mott Children’s Hospital is consistently ranked as one of the best hospitals in the country. It was nationally ranked in all ten pediatric specialties in the U.S. News Media Group’s 2011 edition of “America’s Best Children’s Hospitals” including third in the country for heart and heart surgery. In November, the hospital moves to a new 1.1 million square feet, $754 million state-of-the-art facility that will be home to cutting-edge specialty services for newborns, children and women.