Challenge
Provena is a medium-sized hospital in a very competitive market that had for many years been hampered by a relatively small advertising budget. As a result, awareness of its capabilities had suffered. Finelight was charged with creating buzz for its Family Birthing Center and increasing usage of the facilities.
Results
Finelight created an integrated advertising campaign centered around promises—both a mother's promises to her child and Provena's promises to moms-to-be and their families. The centerpiece of this campaign was an informational pregnancy planner that moms were encouraged to order, built around the same concept.
