OhioHealth "Keep Making Plans" Integrated Campaign

When you or a loved one get a cancer diagnosis, it can feel too scary to even think about the future—let alone plan for it. That was our key insight in developing the Keep Making Plans campaign for OhioHealth, a Midwest healthcare system that’s providing cancer care so holistic and compassionate, it empowers patients to dream about the future.

Situated in the backyard of some of the nation’s most admired cancer research facilities, we took a bold approach to help OhioHealth break away from what has become the norm for healthcare advertising in their market. We ditched the white lab coats, x-ray imagery and research-heavy rhetoric in favor of a positive, vibrant and hopeful message, making OhioHealth the only brand in the market aiming to make their audience smile.

We started by developing the campaign concept based on human insights and strategic research. Then, we saturated the region with our message of hope across TV, CTV, print, radio, streaming audio, digital, social and out-of-home. Now entering its second year, Keep Making Plans has helped our clients see significant increases in awareness and consideration (details in attached case study). But what’s equally powerful is the anecdotal stories our clients hear from cancer patients, their families and even the competition about how this campaign is transforming the discussion, helping so many feel less afraid in the face of cancer.