So Much Better

Changing Healthcare For The Better. It’s not just a tagline for Baylor Scott & White Health. It’s the mission behind everything they do. Now in its second year, the tagline was once again a central driver of the campaign message. Since Baylor Scott & White Health is focused on making people better so they can live a better life, Launch set out to create advertising that feels, looks and sounds better, too.

“Healthcare advertising is mired in a sea of sameness, full of sympathetic images of nurses and doctors with patients in the hospital,” said Ben Day, Director of Creative & Brand Management at Baylor Scott & White Health.

Finding the right team to help bring the idea of better to life in a meaningful way was key. So Launch partnered with award-winning director, Jaci Judelson and director of photography, Colin Watkinson. Both known for creating beautifully engaging and emotional commercials, Judelson and Watkinson were the ideal pair to capture stories that would connect with viewers in a memorable way.

The result is a series of spots that merge the past with the present, showing what a patient’s life looks like today while hearing the back story of how they got better with the help of Baylor Scott & White Health.

“We want to inspire Texans to take charge of their health, be proactive and worry less. This is why we show our patients thriving after treatment,” said Day.


Client: Baylor Scott & White Health

Director: Jaci Judelson

Director of Photography: Colin Watkinson

Production Company: Tool of North America

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Dean Oram, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Producer: Jaime Roderer, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Supervisor: Macy Barbee, Launch Agency

Editor: Jack Waldrip, Charlie Uniform Tango

Sound Design: Jake Kluge, Russell Smith, Charlie Uniform Tango

Music: Nick Patronella, Charlie Uniform Tango

Cancer Hates Us

Cancer sucks. We hear that all the time. Because it’s true. In 2019, 1.8 million people will be diagnosed with cancer. And as the world’s second leading cause of death, it’s not willing to give up its reign anytime soon. That’s why there’s an army of folks determined to destroy it. Especially, the team at Baylor Scott & White Health. So when they tasked us with creating an oncology campaign to air during the month of October, we knew we’d have a lot of competition. But we also knew we had an amazing and inspiring story to tell.

Since October is Breast Cancer Awareness Month, the airwaves become a crowded cacophony of hospitals and treatment centers all vying for the same target. Our goal was to create a campaign loud enough and bold enough to break through. Instead of shouting how much we hate cancer, we decided to let people know that cancer hates us. Why? Because Baylor Scott & White Health refuses to give up. Their award-winning team spends every second of every day coming up with innovative and groundbreaking ways to treat it and defeat it. Who better to tell this story than our own warriors at Baylor Scott & White Health? They are the faces behind the campaign inspiring others throughout their cancer journey. 

Big thanks to our talented partners Randal Ford, Ben Hoffman and James Rayburn of Charlie Uniform Tango for helping us bring this campaign to life.

The campaign began running October 1, 2019 across North and Central Texas and features full-page print ads, television, online and social ads. Look for spots to air during Cowboy games as Baylor Scott & White Health and the Dallas Cowboys team up for cancer.

SOURCE: National Cancer Institute


Building an Authentic Brand

There’s a lot of talk about what it means for brands to be authentic.  We’ve all seen brands that have a disconnect between their marketing messaging and their actions toward customers and employees.  How can we put authenticity at the core of our marketing efforts?  Well for starters, address your customers like they are real people, with lives outside of your product.  There are other considerations to have in mind when crafting brand strategy.

1)    Carefully Consider Brand Voice

Is your brand in any way relatable when you speak online or in traditional media?  While not every brand has to be as casual in their brand voice as, say, Wendy’s, speaking to your customers like they’re friends or family is always achievable.  At the end of the day, people don’t wake up looking to interact with a brand, so think of what else interests your customers.  What are they passionate about?  And what pain points might they have in their daily lives that your brand could solve?  Identifying these factors will inform your brand voice.

2)    If Your brand is Committed to a Cause, Stand Behind It

Customers aren’t dummies – they can tell when your brand is merely doing lip service by committing to a particular cause, especially if your other actions as a business don’t align with said cause.  Kat Von D Beauty, the indie makeup brand started by tattoo artist Kat Von D, gets it right.  Von D is a strong opponent of animal testing, and her brand reflects these beliefs.  The brand consistently supports organizations that protect animals, such as Project Chimps, and they weave this support into their messaging and products themselves.

3)    Don’t Try and Capitalize on a Movement if It Doesn’t Fit Your Brand

Pepsi is a great example of what not to do in this scenario.  Their much maligned and now infamous Kendall Jenner commercial attempted to capitalize off recent protest movements.  The execution was tone-deaf, and there was no reason for Pepsi to insert itself into that conversation.  Brands need to think about whether it is fitting to address a social or political movement, and how best to engage in the discussion if so.

4)    Use Your Platform to Dispel Myths About Your Category

One of the best ways to demonstrate authenticity?  Use your platform to get real with customers.  UK Feminine hygiene brand Bodyform has done just that, making it their mission to change the way we discuss and show the experience of having a period.  By consistently pushing the envelope with ads that are a far cry from the usual white-dress-wearing fodder we’re used to seeing, Bodyform has established themselves as an authentic and unique player in their category. The most important thing to remember when creating an authentic brand is that your customers aren’t fools – they can see through any half-hearted attempts at authenticity and will take their business elsewhere.