Boston Medical Center

Campaign strategy, concept, and execution

Boston Medical Center is an incredibly innovative hospital that’s been working towards health equity for decades. With a focus on the social determinants of health, and a commitment to caring for everyone (regardless of their ability to pay), BMC models a better future for healthcare in America. But historically, their reputation for serving the underserved has undermined their medical excellence. Despite all their amazing work, Bostonians tend to think of BMC as “a poor hospital for poor people.” This project was about challenging that perception, and earning BMC well-deserved recognition through a campaign as unexpected as BMC’s version of healthcare.

PHASE ONE

Because this was BMC’s first campaign since—well, ever, the campaign launched with a teaser. It established BMC’s presence in the market, while piquing curiosity by sharing only the campaign tagline: Rewriting Healthcare.

PHASE TWO

The second phase of the campaign shared all the ways BMC challenges the status quo. Through linguistic acrobatics, prevalent problems became innovative solutions. Across OOH, social, and digital, a wide variety of executions shared how BMC models a new way forward.

PHASE THREE

For Phase 3, the campaign turned its focus to BMC’s breadth of care. Alongside their world-renowned trauma center, BMC also pioneers innovative programs to tackle addiction, promotes upward economic mobility, provides nutritional education, and so, so much more. The ways they support their community are near-never-ending. This phase reflects that by showing the many meanings BMC assigns to health.

PHASE FOUR

Phase 4 brings real members of the BMC community to the forefront. In their own words, patients, doctors, and local leaders speak to BMC’s impact. Launched in tandem with a custom microsite, the campaign’s finale invites everyone to share what Rewriting Healthcare means to them.