Taft developed a donor ad campaign with a deeply humanistic approach, highlighting individual physicians whose dedication to the new hospital campaign spoke to their personal commitment to the integrity of the hospital and their profession.
Our premise: We made the physicians the “heroes” of the story, utilizing dramatic black and white photography that captured their individuality, and celebrated their gifts.
417 physicians and their practices donated more than $5.6 million
What became the largest hospital capital campaign ever in New Jersey exceeded both its original goal and its subsequent higher $150 million goal
Medical practitioners’ ties with the community served by the hospital grew stronger
The client engaged Taft in a follow-up thank you PR and advertising campaign
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