ChristianaCare was recently awarded 11 Communicator Awards in an invitation-only, international program of the Academy of Interactive & Visual Arts, one of the most competitive international programs honoring creative excellence in marketing communications.
This year, ChristianaCare was recognized with the Communicator Award of Excellence for the campaign that launched a system-wide rebrand with the help of the agency Wax Custom Communications. The rebrand included a new vibrant palette of rich blue and verdant green representing hope and energy, and a modern logo design based on the Delaware state flower, the peach blossom, symbolizing health, longevity and growth. A theme line was also created — For the Love of Health — which reaffirms the ChristianaCare’s commitment to promoting health in our community.
“We serve together with creative spirit to shine a light on the best of ChristianaCare,” said Karen Browne, ChristianaCare’s vice president for marketing and communications. “These wonderful awards reflect our promise to our community to be partners in times of sickness and wellness – For the Love of Health.”
The multichannel brand campaign included teaser ads prior to the official reveal to generate curiosity and excitement. The main campaign then revealed the new brand across the spectrum of digital and traditional media as well as on-property. A branded For the Love of Health bus was also created to take the brand to the community through an immersive experience — engaging people with health information and giveaways. More recently, the bus has served as the system’s COVID-19 mobile testing center.
ChristianaCare also received multiple awards from the Academy for campaigns promoting the Center for Women’s & Children’s Health, the Center for Heart & Vascular Health, and the Musculoskeletal/Sports Medicine program. Honors were given in the web, digital advertising, TV, outdoor advertising, radio and print categories.
“We are partners in the health of our community and our creative communications reflect that,” said Drew Fennell, chief communications and experience officer for ChristianaCare. “Now more than ever it’s important to remind the members of our community that their health care is essential and we are here to provide it for them, safely.”