GOALThe Hackensack Meridian Health Foundation sought to increase its donor base and strengthen community ties by encouraging its physicians and practices to support the health system, thereby inspiring more local giving.
Taft created an integrated print and social media campaign that placed physicians at the forefront. Each ad spotlighted a physician or practice and their personal reasons for giving, highlighting their deep ties to the communities where they live and work.
We developed a compassionate, meaningful “look and feel” by layering black and white photography with the foundation’s color palette of blues and whites.
The number of committed physician donors more than doubled during the campaign’s run.
Community visibility was strengthened by the placement of ads in each area hospital’s regional newspaper.
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