Cooper Health System — GERD Campaign

At the time of this campaign, Cooper Health’s competitive landscape in New Jersey had shifted to include a larger presence from Penn Medicine and Jefferson in the market and a tightening of the physician referral networks of unaffiliated primary care and gastroenterologists. We wanted to go directly to the consumer — bypassing the physician referral networks — to promote Cooper’s gastroenterology services and ultimately, their GI cancer services.

The concept they chose spoke to the certain joys in life that aren’t worth giving up — like your favorite take-out. You shouldn’t have to give up the foods you love or worry about “paying for it later” because of gastrointestinal issues. This concept is meant to show a few of those decisions people with GERD might have to make when deciding on their next meal. 

The creative style of the postcard image follows the “classic print ad” format with a striking image and headline meant to leave a lasting impression and drive someone to want to learn more. This campaign was submitted during the award season and won Best of Show at the 2020 Healthcare Advertising Awards.