Spokesperson for St. Joseph/ After looking at over 100 people, I finally found the perfect "Sister Rosalie" who would be the ambassador for St. Joseph for 3 consecutive years. •Creative Director, Art Director
Storyboard-:30 TV Spot/ "Things created" • Creative Director, Art Director, Illustrator
:30 TV Spot/ "Things created" • Creative Director, Art Director, Illustrator, Set Design, Prop Design
Storyboard-:30 TV Spot/ "People not paperwork" • Creative Director, Art Director, Illustrator
:30 TV Spot/ "People not paperwork" • Creative Director, Art Director, Illustrator, Set Design, Prop Design
Print Campaign- Targeting Seniors • Creative Director, Art Director, Illustrator
Print Campaign- Targeting Seniors • Creative Director, Art Director, Illustrator
Print Campaign- Targeting Seniors • Creative Director, Art Director, Illustrator
Outdoor- Whole new direction/ • Creative Director, Art Director, Retouching
Brochure- • Creative Director, Art Director
Brochure- • Creative Director, Art Director
Storyboard-:30 TV Spot/ "New Heights" • Creative Director, Art Director, Illustrator
Print Shoot- Year 2/ • Creative Director, Art Director
Print Shoot- Year 2/ • Creative Director, Art Director
St. Joseph Healthcare
Challenge- When we won this account, St. Joseph was third, behind don’t know, in a market with three major healthcare offerings. The system was run by nuns. Nuns we quickly learned, no longer wear habits. They are incredibly educated. They are business savvy. They are confident and strong women who do not appreciate stereotypes and SNL type parodies of their calling.
That said, in order to communicate the faith-based aspect of St. Joseph Healthcare as a powerful point of difference in our largely catholic target audience, we knew we needed our spokeswoman to not only wear a habit, but also put herself in some unconventional situations in order to connect. “Sister Rosalie” had to be instantly recognizable as a nun. She would need a strong, warm personality and be instantly likable. After the board reluctantly embraced this stereotypical character- work began.
We then focused on the most unique aspects of the hospital’s offerings and highlighted them strategically. The campaign put St. Joseph in second place in a market where number one was outspending us 10 to 1. This effort continued for several years eventually including the launch of the first PPO in the country.
St. Joseph Healthcare, Healthcare you can have faith in.
