Bronze Award for Integrated Campaign
Campaign: Life Stories
Lifespan relied on “Life Stories” to boost its image. It started with a casting call on Facebook. Ultimately, 16 patients were selected to tell their stories. The integrated, multi-media campaign included television, print, outdoor, transit, social media and a dedicated website at lifespan.org/stories. Unaided awareness for Lifespan increased from 46% to 66% over a six-month period. Likelihood to recommend scores grew as well.