A trip to the emergency room isn't funny but the new Mortar ads for St. Mary's Medical Center are. The work uses unexpected humor to promote the accessibility of St. Mary's facilities and top-notch medical staff to busy San Franciscans.
San Francisco, Calif. (PRWEB) November 30, 2007 -- There are a million-and-one doctor jokes, yet you almost never see humor in healthcare advertising. Unless you're lucky enough to live near St. Mary's Medical Center.
San Francisco-based integrated communications agency Mortar unveils version 2.0 of "Get In, Get Better, Get Going" -- the groundbreaking, award-winning ad campaign for St. Mary's Medical Center. Unlike most healthcare advertising, the campaign eschews the traditional "tugging of the heartstrings" and confronts San Franciscans with situations they can closely relate to. Or at least laugh at. For a look at the campaign, go to http://www.mortarblog.com/2007/10/a-trip-to-the-e.html.
A departure from typical healthcare advertising, Mortar's campaign for St. Mary's takes a gently humorous approach to the everyday situations that send people to the hospital. Intended to deliver a local, San Francisco feel, this direct mail and outdoor campaign can be seen on bus queens, gas stations, health clubs, and banners around the city.
"Humor is rarely used in healthcare, and we wanted to develop a campaign that is refreshing, new and above all approachable," said Tim Spry, creative director at Mortar. "Accidents are a reality of life--no one likes going to the emergency room. By taking a light-hearted approach, this campaign says that if you need to go--even for minor injuries--St. Mary's will have you in and seen in no time."
Since launching version 1.0 in 2006, St. Mary's has seen a 6% increase in outpatient visits and a 3% overall growth of outpatient and inpatient visits.
About Mortar
Mortar is a San Francisco-based brand communications agency dedicated to helping organizations make emotional connections with today's shell-shocked consumers. Mortar's unorthodox approach typically combines street-level research, integrated strategy, online and offline advertising, public relations and immersive tactics that defy boundaries and amplify budgets. Details at: http://www.mortaragency.com
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