UnityPoint Health Wins National Healthcare Advertising Awards
UnityPoint Health won six Healthcare Advertising Awards for their 2020 marketing campaign featuring a “kid ambassador” delivering real, critical messages to consumers during the Covid-19 pandemic.
UnityPoint Health, an integrated healthcare system, which serves patients in Iowa, Illinois and Wisconsin, also received a coveted “Best of
Show” award for their commercial featuring the kid ambassador giving a pep talk to his stuffed animals on fighting Covid-19.
In addition to receiving a “Best of Show” designation, a category that recognizes outstanding creative execution, overall excellence and breakthrough advertising, UnityPoint Health won 5 other awards from the 38th Annual Healthcare Advertising Awards, including three Golds, one Bronze and one Merit.
The awards recognized “Safe Care, Your Way,” an advertising campaign highlighting the many options consumers have to receive the safe care they need, when and where they need it. The campaign showcases how the health and safety of patients, communities, and team members is at the center of everything UnityPoint Health does.
“It’s truly an honor to receive this type of recognition,” said Mallary McKinney, vice president, brand, marketing and communications at UnityPoint Health. “Health care organizations have a unique platform right now and it’s been critical to do everything we can to communicate timely and relevant messages to our communities. This campaign was intentionally designed to breakthrough in a memorable way – and what better way to do that than through the honesty and pure authenticity of a child.”
UnityPoint Health competed against more than 4,400 entries to win. A list of all winners can be found here. Below is a full list of award-winning entries from UnityPoint Health:
UnityPoint Health Healthcare Advertising Awards
- Best of Show: UnityPoint Health Kid Speech – Listen Up (Category – COVID Response Materials)
- Gold: UnityPoint Health Kid Speech – Listen Up (Category – COVID Response Materials)
- Gold: UnityPoint Health Expert (Category – Professional Recruitment Program)
- Gold: UnityPoint Health Kid Speech Series (Category – Television Advertising Series)
- Bronze: UnityPoint Health Expert (Category – Digital Video Ad – Less than 2 minutes)
- Merit: UnityPoint Health Kid Speech – Things You Need to Know About Healthcare Workers (Digital Video Ad – More than 2 minutes)
UnityPoint Health says its campaign is also resonating outside of the industry. They’ve been inundated with supportive letters, emails, phone calls and social media posts. People have even sent cards to the UnityPoint Health kid ambassador as a thank you for helping share such important messages.
“The response we’ve received to this campaign from our team and our communities has simply been incredible,” McKinney said. “At a time when there’s so much information fatigue, it’s extra rewarding to see our work is cutting through the noise and making a positive impact.”
In February 2021, the American Advertising Federation (AAF) of Des Moines also recognized UnityPoint Health’s campaign with three wins at the local 2021 American Advertising Awards (previously known as ADDYs). All three winning entries, two Gold Awards and one Silver, feature UnityPoint Health’s kid ambassador. The awards honor creative excellence in the art of advertising.
About the Safe Care, Your Way Campaign
The Safe Care, Your Way campaign was launched in June 2020 to highlight patient safety and healthcare access during the pandemic with relatable, flexible and timely messaging. The campaign showcases the many options consumers have to access the safe care they need, when
and where they need it.
The kid ambassador video series was introduced as part of the campaign in September 2020 to share important messages in a memorable and meaningful way. By leveraging the authenticity of a young boy, and through a multi-channel, integrated campaign, the kid ambassador video series has continued to evolve to effectively share messages that are most important to the communities UnityPoint Health serves.
UnityPoint health partnered with Trilix, a full service marketing agency based in Des Moines, Iowa, to create and execute the award-winning Safe Care, Your Way campaign.
For the Healthcare Advertising Awards, a national panel of judges reviewed all entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact. The judges recognized 23 entrants with the Best of Show designation, for their overall excellence and breakthrough advertising.
Gold awards were given to 445 entries, silver awards to 322 entries and bronze awards to 245 entries.
UnityPoint Health provides care throughout Iowa, western Illinois and southern Wisconsin, including the Quad-Cities area. It has 33,000 team members committed to giving each person the type of experience we’d want for our own loved ones.
UnityPoint has relationships with more than 400 physician clinics, 20 regional and 19 community network hospitals, 7 community mental health centers, 4 accredited colleges and home care services throughout 9 regions. For more information, visit www.unitypoint.org.