Kaiser Permanente Bernard J. Tyson School of Medicine
ENROLLMENT CAMPAIGN
Digital Advertising, Print, Video, Website Design-Build, Original Photography
Kaiser Permanente, America’s largest integrated healthcare system, had a bold plan: build a new, freestanding medical school from the ground up. When the project kicked off in January 2019, much of the curriculum was still a work in progress. Regardless, a communications portfolio that resonated with a diverse inaugural class had to be strategically rolled out by June 2020. “The doctor you want to be. And more.” was the core—or big idea—of the brand platform and, as the tagline, asserted the school’s commitment to training doctors as champions for their patients as well as entire communities.
PRINT ADVERTISING
The inaugural class yielded the highest ratio of applicants to positions of any medical school in the country. More than half of the applicants came from outside the school’s location in California. Of the 50-member class, 36% were from racial or ethnic backgrounds underrepresented in medicine. 34% are from socioeconomically disadvantaged backgrounds—one of the highest percentages among U.S. medical schools.
BRAND VIDEO
PROGRAMMATIC AND SOCIAL ADS
MICROSITE
VIEWBOOK
TRAVEL PIECE
