CHALLENGE/

University of Miami Health System for the first time ever opened the Lennar Medical Center which houses all the UHealth brands under one roof, Sylvester Comprehensive Cancer, Bascom Palmer Eye Institute and UHealth Sports Medicine. The vision behind the new medical center was to bring customer service to an industry that has forgotten what it is to treat people as human beings. The team challenged us to develop a campaign that would help launch and promote the building locally and nationally.

SOLUTION/

The Pink Collective launched the “Human Being Well” campaign which became not just a marketing effort but an internal strategic vision.