LifeBridge Health is introducing the healthcare organization's new brand identity, orchestrated by agency StrawberryFrog.
The new "Care Bravely" platform seeks to give a "voice" to the company’s employees by showcasing their real-life stories, which range from simple acts of kindness to grand gestures.
"Purpose branding is nothing if you can’t activate it among employees and consumers," explains Shana Bellot of StrawberryFrog. "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."
The campaign first launched internally and via CareBravely.org, with additional real-life stories now rolling out across billboards, television, radio and print. The first wave of advertising will feature photos of people across the greater Baltimore region, including images taken by Baltimore-area street photographers.
The health group includes Sinai Hospital of Baltimore, Northwest Hospital, Carroll Hospital, Levindale Hebrew Geriatric Center and Hospital, and related affiliates and subsidiaries.