Seek the Light

Using sound to clear a blocked artery. Designing a vaccine for cancer. Helping paraplegics walk.

These might sound like science fiction, but they’re happening right now at Rhode Island’s biggest healthcare system. Yet most people have no idea.

A trusted name in the region for years, Lifespan found itself under withering competition for patients and top medical talent from Mass General/Harvard from the north and Yale New Haven from the south. It was time to take off the Clark Kent glasses and reveal the “Superman” academic health system that had always been there. By becoming Brown University Health, they gained instant credibility. 

But a name change alone wasn’t enough. People needed to see what their superpowers were.

Using light piercing the darkness as a metaphor for knowledge and discovery, we broke through the sameness of healthcare advertising. We showed Brown University Health doctors and researchers in a dramatic black-box studio, with beams of light highlighting the groundbreaking work they do every day.

This campaign ensured everyone in New England understood that world-class medicine wasn’t a flight away, it was right in their backyard.