Silver award for Print/Out-of-Home Campaign of the Year
Campaign: Brain Waves
Client: UCSF Health
In the busy and competitive world of medicine, UCSF Health needed to find a way to engage with doctors and the public about the academic medical center’s cutting-edge breakthroughs in neurology.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
Tilt crafted “Brain Waves,” an integrated campaign to highlight the health system’s expertise in the medical specialty and its reputation as one of the nation’s leading academic medical centers. The effort that launched in mid-2022 included online videos, animated social media and print ads targeting physicians and consumers. The campaign includes print and digital ads were published in leading media outlets, including the New York Times and San Francisco Chronicle.
The campaign created a sense of drama about the field of neurology by using stark black and white messaging about what UCSF is doing to better understand the workings of the human brain. In a video, words disappear from the screen and come in and out of focus while sentences flip to demonstrate the complexities of brain function. A print ad explains how the medical center uses virtual heat mapping to determine the location in the brain where seizures originate.
It resonated with the public. In less than five weeks, the campaign delivered 2.3 million impressions, according to Tilt. UCSF decided to rerun it to help deepen knowledge about the brain and its work in the field of neurology.
The campaign created by Tilt won the silver award for the Print/Out-of-Home Campaign of the Year among providers/insurers.