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We Believe
With the possibility of one of its profitable hospitals being targeted for closure by a New York State commission, Catholic Health System engaged Travers Collins. The agency developed a pre-emptive informational strike prior to the closing recommendations and a reactive program in the event that a CHS facility was named. The agency created the campaign theme, “We Believe” to capture both confidence in the hospitals’ financial stability as well as their Catholic faith. This theme was used for radio, television and print advertisements, as well as posters, vehicle decals, buttons and palm cards distributed to CHS’s 8,500 employees. “We Believe” ignited community outrage, resulting in more than 50,000 signatures on an anti-closing petition and 15,000 letters to local politicians. The matter remains tied up in litigation. |
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