The University of Michigan Health System (UMHS) is launching a campaign to announce the opening of the C. S. Mott Children's Hospital. The effort, via Campbell Ewald drives consumers online to view 12
videos that focus on patients featured in the campaign and their experience with UMHS doctors and staff.
The "Michigan Difference" campaign, set to the music of the University of Michigan's
fight song, includes TV, radio, and print that invites viewers to visit mottchildren.org to view the online videos and learn more about the new hospital. The creative also shows a new logo created by
the agency for the Mott Children's Hospital. The logo shows a child's wooden block with the University of Michigan "M" on the front in maize and blue.
Mark Simon, chief creative officer
of Campbell Ewald said, "We developed the campaign, and in particular the videos, to take a more personal, in-depth look at the impact the entire hospital has had on the lives of these patients and
their families. The stories of these 'little victors' and the people who dedicate their lives to helping them is what 'Hail to the Victors' is all about."
The television spots and online
videos will debut on Sept. 3 during the first UM home football game vs. Western Michigan University. Radio and print break on Sept. 5, with TV also running locally on primetime cable and network
programming.