When it comes to healthcare, what if you could Exhale?
After two years without any consumer advertising, it was time for Banner Health to step up and out with a bold premise. The goal? To improve consumer perception and elicit pride amidst a 10,000 employee workforce. Against a backdrop of distrust and a feeling that healthcare has become far too complex, we invited healthcare consumers to "Exhale." This simple theme was created by my boutique shop, Rule of 3, and chosen after a pitch against big New York and LA agencies. It tracked Banner's desire to simplify everything from finding a doctor to making urgent care readily available and affordable. The campaign has evolved to new iterations of creative since the work we created here, but the theme lives on—and has netted Banner a healthy uptick in their brand perception.
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Morale was a huge challenge for Banner. We proposed rewarding performance with "Exhale" days off and creating Exhale lounges within Banner facilities that would put visitors at ease and remind employees of their new mission.
Sustaining the momentum
After launching the new tagline, Exhale, we set out to add depth to Banner's message, continuing the simple approach but incorporating the Banner "heart" logo mark into words expressing Banner's commitment.