Washington Adventist Hospital was celebrating 100 years of service, and planning for construction of a brand new hospital. Now was the time to leverage the milestone to garner support for the hospital’s plans.

Insight
Today’s popular focus on healthy lifestyles defines good health as a balance of mental, spiritual and physical well-being. Washington Adventist Hospital was there 100 years ago, promoting “whole person care” well ahead of its time.

Approach
Bring their original mission to center stage. Position the hospital around the concept of “whole person care.” Build a new identity around “Mind. Body. Spirit. Health.” Tell the story of a great institution through the real people that are the hospital today. Present the hospital as vibrant, alive and well. And ready to take on the next century. The campaign plays out through ads, online, posters, newsletters, and a commemorative video and booklet.

Results
Pride abounds inside and out — for the hospital’s remarkable heritage, and for the important role that the hospital plays in its community — now and in the future.