Vnishmartem
Case Study
A health campaign that reached the heart of the community
Healthcare
the challenge
How do you convince a busy community to take the time to look after their health with a well visit — without resorting to aggressive fear tactics?
Premium Health, a non-profit health center located in the heart of Boro Park, saw a need for a motivational campaign that would encourage people in the community to be more proactive about their health. This led to their establishing of “Vinishmartem”: an initiative encouraging health in the community, beginning with well visits.
Through research, we uncovered a key insight: people were scared of well visits. Of crisp white lab coats and cold medical offices. Of doctors reminding them of their creeping weight and rising cholesterol levels.
Yes, there were some people who hadn't had their yearly check-up because life is busy, waiting rooms take too long, and they simply couldn’t take off work. But the majority just didn't want to hear that they were fatter or saltier or more run down than the year before.
what was their next?
Tasked with getting people through the doors of their PCP, we knew we’d need to remind them “Why” in the most emotionally impactful and positive way.
In a community centered around raising families, we determined “Why” was our target’s desire to be there for their children — now and always.
We zeroed in on the core identity of our target to draw the point home in a real and emotionally evocative way.
Each ad captured a moment of real connection between a parent and their child, and reminded the reader of the future.
Images were given the breathing room needed to stand out and were balanced against striking headlines — working together to truly reach hearts and minds.
“Look after yourself now, so you can continue to look after them” was the campaign's rallying call to action.
The message was shared across Print, Digital, and local billboards throughout Boro Park.
the process
the results
A memorable campaign, the message truly resonated with Vinishmartem’s target audience.
As the ads rolled out, the patients rolled in — with well visits nearly doubling for Premium Health, and rising for other community PCPs as well.
