Business Challenge: The admittedly boringly academic University of Pennsylvania Health asked me to help their brand: 1. Connect and show real empathy with its community; 2. Do it in a cooler, more interesting, quick-to-the-heart, personal way; 3. Encourage Philly residents to take better care of themselves; 4. …and to think of and call U Penn Health when they do and don’t.
Target:
Consumers of healthcare in Philadelphia; focus on females as home gatekeepers of family health.
Customer Insight:
People of Philadelphia didn’t connect emotionally with its healthcare resources…and so, didn’t make the effort to find out to connect with them for help.
Strategy:  
Position UPenn as “Knowing How You Feel” 
Creative Solution:  
Out-of-home digital and printed banners, t-shirts, wild postings on sides of buildings, etc
Business Value:
Connected with residents emotionally, triggered interest in “learning more” and use of resources. 

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

pumped



expecting

 

 

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Interior Main Floor of the Philadelphia Bourse Building

 

SIDEWALK

 

STEPS

 

artmuseum

 

franklinbridge

 

independenceHall

 

To set up a meeting and learn more, contact janzlotnick@gmail.com