Advertising Showcase: Beacon’s “That’s Where We Shine” Campaign
An established health system name enters a new market with a message that feels both hopeful and grounded in what people need most right now.
// By Susan Dubuque //
Based in Indiana, Beacon is a community-led health organization, and community involvement is an important part of its culture.
Diane Maas, chief strategy & digital transformation officer, Beacon
“It’s our people and communities that make us strong,” shares Diane Maas, chief strategy & digital transformation officer at Beacon. “Our leaders are active members of the communities we serve.” The shared values across southwest Michigan are what inspired the organization to extend the Beacon brand into this new geography.
When Beacon expanded into southwest Michigan through the acquisition of Ascension Borgess Hospitals, trust in the region’s health care systems was already in steady decline. Beacon needed to do more than build awareness. Employees, patients, and residents were looking for signs of what would change and what would remain the same.
Beacon set out to demonstrate that this was both a fresh start and a continuation of care and relationships. “We didn’t come to replace what has been,” says Maas. “But to create what’s possible when the community, patients, and team members work together. The goal was to create something better with the people already doing the work.”
Continue reading to see how the creative executives capture the spirit of the community and bring the campaign to life across multiple channels.