Work

John Muir Health
Women call the shots (no pun) when it comes to family medical decisions. And women are wired to communicate. That’s where the Be Heard campaign started. But who doesn’t prefer a doc who really listens?

Campaign rolls into new territory for its third year, taking the viewer inside the doctor’s examining room, demonstrating that whether you're young, old, male, female or just a sweaty, nervous wreck you'll always find a sympathetic listener here. TV is complemented by digital, social and outdoor.

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Print and out-of-home, including subway station dominations, ensured the client, too, was heard — more than once, in many ways. The print executions delved into specific mother-oriented services.

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Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.