The campaign features real UTMC patients, students and staff to communicate the hospital’s commitment to community service. Messaging is being disseminated through television, outdoor media, print and social media channels.
The hospital’s CEO, Rick Swaine, said that as Toledo’s only independent hospital, UTMC needs patients to trust its caregivers for their healthcare needs.
A bold yellow, one of University of Toledo’s two colors, is central to the campaign. Adrienne King, PhD, UTMC’s associate vice president of marketing and communications said this is because the campaign “showcases the cheerful and helpful care patients receive at [the] hospital.”
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