The Saint Barnabas Medical Center in New Jersey (an RWJBarnabas Health facility) living kidney donor program was ranked #1 in the in the U.S. for volume – a superlative that validates their expertise in renal medicine. An achievement our client wanted to share with the public. Not only in New Jersey but up and down the East Coast, where the program could be the solution for patients spending years on dialysis or a transplant waiting list.
The bigger story was that this accomplishment of the #1 ranking was a by-product of something that instilled even more pride: improving and saving the lives of patients in need, and touching the lives of donors and loved ones. In fact, we realized that the patients and donors involved in the living kidney donor program were the best ambassadors for our message.
We launched a television campaign that featured real people: kidney recipients, donors, and the medical staff who made it all possible. They also demonstrated the breadth of the living kidney donor transplant program’s reach, as people from New Jersey to Wisconsin were connected by the experience of transplant.
During the campaign's first month...