Camp + King Chicago Creates Emotive Campaign for NorthShore University HealthSystem

Camp + King has developed the next evolution of brand advertising for NorthShore University HealthSystem, a comprehensive, and integrated healthcare delivery system headquartered in Evanston, Illinois, that serves the greater North Shore and northern Illinois communities.

The agency was awarded the assignment to evolve NorthShore’s “Healthcare for What's Next” platform across brand-focused creative elements that include broadcast, digital, social, radio, print, and OOH. The media buy will target the Chicago DMA as well as the greater North Shore and northern Illinois communities.

Camp + King’s strategic challenge: to help differentiate the NorthShore brand in a sea of sameness.

“The new brand work celebrates how NorthShore’s patients feel about the compassionate care they receive,” said Kristin Barbour, Managing Director at Camp + King Chicago. “It’s not just the superior clinical expertise they deliver, it’s a relationship that makes you feel cared for inside and out.”

Each of the two spots, a 30- and 60-second version, begins by asking “What does it mean to care for someone, to heal?” They explain how NorthShore’s doctors are determined to understand bodies on a molecular level, but to truly treat someone, they go deeper: They listen to what patients say—and what they don’t. Understanding patients completely is the key to unlocking what NorthShore calls “The science of understanding.”

“We wanted to make sure we showed a level of understanding and honesty about the emotional journey people go through, from diagnosis to treatment,” said Roger Camp, Partner & Chief Creative Officer. “Moments of personal struggle, to patient care and comfort - are all represented.”

The work, which launches Sept. 10, is being led out of Camp + King’s Chicago office with support from San Francisco.