In a crowded healthcare market, UChicago Medicine was losing the reputation game to Northwestern Medicine. Not just in the minds of consumers – but in the minds of healthcare professionals. We needed people to feel why UChicago Medicine is different – world-class researchers and physicians wired to challenge the status quo and make a real difference in people’s lives.

Our Concept: Sickness isn’t fair. If you’re faced with an unfair fight, you want a team undaunted by challenges others shy away from.

Our campaign features the world-class physicians and researchers who never stop working to discover and provide innovative, creative, effective approaches to the sicknesses so many of us face. The campaign is featured in TV, print, OOH and digital across Chicagoland.