Advertising

Most advertisements sell products or services, but others are meant to influence behavior by selling an idea that speaks to our values. 

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The problem

In fall 2020, as COVID-19 cases rose sharply, my manager and I were asked to develop an ad that would capture people's attention and their hearts. The ad would be a plea and a reminder that every person could save lives by doing their part. 

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The solution

So on a Friday at 8 PM (when all writers' best work begins), we put our minds to the challenge of motivating a weary and divided public. As we brainstormed, I received a message from a co-worker whose father was in the ICU fighting the virus at the center of our discourse. 

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She said something we couldn't shake. That even though she knew more about COVID-19 than the average person, it took her father getting sick to fully sink in. And by then, it was too late. 

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Just like that, we landed on, Are you gonna get it before you get it? 

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We presented the concept along with one more: We're doing all we can. Are you? The messaging we drafted was carried through several tactics, including print and display ads, Snapchat, email and a commercial aired on TV. ​​

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My role

Co-copywriter

OhioHealth Berger Hospital became OhioHealth's 12th member hospital in 2019, after nearly a decade of partnership. Following the transition, the system wanted to spread awareness of and reaffirm OhioHealth's investment in keeping specialty care close to home for patients in the Circleville area.

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I was asked to write a print ad for a campaign anticipated to go live in 2020. I wrote three concepts. Leadership selected one message and were debating two headlines when the COVID-19 pandemic hit. The campaign never ran. ​

During my time with OhioHealth, I wrote copy for several advertising campaigns intended to increase volume in our physician practices. These campaigns were geotargeted to particular zip codes, and at times used geofencing to define a particular neighborhood. 

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The ad campaigns varied in tactics and destination. They almost always included digital content for social media and Google display ads. Some were printed in local magazines and newspapers, and I even wrote one for a movie theater. When the campaign promoted multiple practice locations, I also produced a landing page. 

OhioHealth is one of central Ohio's largest employers. In 2020, I was asked to write copy for a print advertisement promoting this fact for Columbus Business First magazine. The message I crafted addressed our commitment as a large employer to building healthier, more inclusive communities.