Oak Street Health is making a lively entrance with its latest campaign, “Zion.” Debuted on August 18 and crafted by AOR Doner since April 2022, this innovative campaign advertises Oak Street Health’s medical services for the elderly in a positive, energizing manner.
Wanting to break away from typical advertising, Oak Street Health saw a chance to shine a new light on aging. Rather than making it seem burdensome, Doner created an engaging, whimsical, and funny advertisement that resonates with a group that often feels neglected.
Many seniors struggle to find adequate care and may even abandon the search. Misconceptions about aging can lead them to perceive pain and dependency as normal, discouraging them from seeking needed medical treatment.
Though two-thirds of older adults diligently prepare for healthcare provider appointments, they often encounter doctors who are impatient and provide less information, sometimes even interrupting them.
The “Zion” campaign stands out with its main character who is fun, clear, personal, inclusive, proactive, and empathetic. Steering clear of unnecessary jargon, it shows that healthcare doesn’t have to be staid, providing clear options for a healthy future.
By emphasizing the need to truly understand the patient, “Zion” delivers an inclusive message that makes seniors feel valued and understood. This cheerful and accessible commercial will run nationwide on broadcast and direct response starting on August 18, 2023.
Credits
DONER
Account: Pete Spender, EVP, Managing Director Healthcare
Megan Myers, Account Director
Strategy: Ben Grossman, Chief Strategy Officer, Doner Partners Network
Creative: Karen Cathel, EVP, Executive Creative Director
Alanna Kulas, Creative Director
Eric Russell, Senior Copywriter
Richard Romero, Associate Creative Director
Production: Jennie Hochthanner, Director of Broadcast/Motion Content Production
Dustin Trayer, Broadcast Producer
Kris Kulas
Business Affairs: Theresa Bland, Senior Business Manager
Talent: Jim Jakubiec
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