Steward Health Care System LLC (Steward) today announced it is launching a new ad campaign featuring its employees that will run throughout the 2012 Summer Olympic Games broadcast on Boston’s NBC affiliate WHDH-TV. The new spots were developed by the Boston-based Boathouse Group and directed by veteran commercial director Lisa Rubisch.
These new ads are the opening salvo in a new “I am a Steward of the New Health Care” campaign that features employees from all avenues of patient care—from physicians, to IT specialists —demonstrating the continuum of care throughout the 10 hospitals within the Steward system. More than 300 employees showed up to Steward’s open casting call for the ads and 48 employees were selected for featured roles in the four launch executions.
“We are incredibly proud to feature the true ‘stewards’ of health care in this exciting new ad campaign,” said Teresa Prego, Vice President of Marketing at Steward. “To launch this campaign during the Olympics, one of the top rated television events, is a great way for us to showcase our unique model and the people behind our quality care.”
Employees from each of the Steward hospitals are featured in the ads and the spots were shot on location at Norwood Hospital, Quincy Medical Center and Good Samaritan Medical Center in Brockton.
The ads will kick off with a :60 spot airing during the Opening Ceremonies on Friday, July 27th. A second :60 spot will also run throughout Olympic coverage as well as on morning television and prime time through August. Corresponding print ads will also appear in communities across Eastern Massachusetts.
The Olympic Games are expected to be viewed by approximately 6-7 million viewers over the course of the 17 days of Games coverage from London, UK. Steward’s Olympics television package carries category exclusivity in the Boston DMA.
In addition to the ads launching this weekend, Steward has developed two :30 spots featuring the work of employees James Trousdale, an IT Technician and Beata Kelson, a CT Technician which will begin running the week of July 30th.
About Steward Health Care
Steward Health Care is the largest fully integrated community care organization and community hospital network in New England. Headquartered in Boston, Steward is the third largest employer in MA with more than 17,000 employees serving more than one million patients annually in 85 communities. Hospitals in the system include Saint Anne’s in Fall River, Holy Family Hospital in Methuen, St. Elizabeth’s Medical Center in Brighton, Norwood Hospital, Carney Hospital in Dorchester, Good Samaritan Medical Center in Brockton, Nashoba Valley Medical Center in Ayer, Merrimack Valley Hospital in Haverhill, Morton Hospital and Medical Center in Taunton and Quincy Medical Center. Other Steward Health Care entities include Steward Medical Group, Steward Hospice and Home Care, Laboure College, and Por Cristo. Further information is available at www.steward.org .