StrawberryFrog unveils campaign for LifeBridge Health
Movement marketing agency StrawberryFrog is behind this innovative campaign for LifeBridge to highlight the role that human compassion plays in cultivating a successful healthcare system.
Titled Care Bravely, the spot - shot entirely in black and white - is made up of a series of high res portraits of people from all walks of life to remind viewers that health is a buyout topic in everyday discussions in the US.
StrawberryFrog was brought on board the project following their work with LBH on Movement Inside, a program that has transformed and bolstered the organisation behind Care Bravely. The video was created to mirror the values of its employees and inspire a rallying cry within the organisation.
“We’re unique and always have been," said Brian Deffaa, chief marketing officer at LifeBridge Health. "Care Bravely has been a way for LifeBridge Health to rediscover our purpose and make it more “hands-on” for a broad organization like ours. We also want to be clear about what drives the exceptional care we deliver - the passion of our team and taking care of the people in the communities we serve."
With 150 years of history upholding its legacy, LifeBridge Health is known for its commitment to providing care to the community.
The idea of the campaign is to embody the spirit of the people at LifeBridge Health.
“Optimism. Empowerment. Creativity. Trust. Passion. This is what the Care Bravely movement is creating among LifeBridge Health team members," said client service director, Shana Bellot at StrawberryFrog. "Purpose branding is nothing if you can’t activate it among employees and consumers. Using our rigorous Movement strategic process, we identified a key insight: people want to be seen. This has currency among teammates as well as society and patients. This meant our movement on how 12,000 give-a-damn human beings bravely serve those in need, is a remarkable way to motivate people to care bravely about LifeBridge Health. We say that Care Bravely is ‘inspired by employees who care like there’s no tomorrow and then do it again the next day.’”
The Care Bravely Movement began within the LifeBridge Health company and its 12,000 team members - by providing a platform for members to share their stories on the internal site. These will then be shared onto billboards, television and radio, print and online to spread the campaign's message further.
Click here to find out more about the stories already collected in the campaign.
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StrawberryFrog
StrawberryFrog is the world’s first Movement Marketing firm. We are a marketing, advertising, design and digital company based in New York City. Brand-fueled marketing...
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