Update: With its positive response, Affinity’s Marketing Communications and Brand Advancement teams submitted all of the campaign components to the 36th Annual Healthcare Advertising Awards, the nation’s premier healthcare marketing and advertising competition. In celebration of its launch a year ago, the campaign received national recognition at the 36th Annual Healthcare Advertising Awards, placing in every single category that we competed in. The You First Brochure won SILVER in the Brochure category. I’m super excited with the work I put out as part of this campaign as well as the rest of my fellow MarComm team members!
In May 2019, the Marketing Department, with assistance from the Community Engagement and Human Resources Departments, hosted the You First Brand Day in the corporate office and at selected Community Service Centers, marking the internal launch of Affinity’s new brand campaign. In July 2019, the You First campaign was officially launched to the public through various events and promotions.
I had the pleasure to create the first physical piece for the You First campaign. The You First Brochure was meant to emphasize Affinity’s focus and commitment to our employees, members, providers and the communities we serve; to show that we care about what they care about — better health, stronger families, and more vibrant communities. All I was given was some copy and an example of how the brochure was to look like. I was given full range to layout the copy and imagery in the best possible format, but to make sure it told a story through smooth transitions when looking through the brochure.
I had created 3 different variations of the brochure from copy placement to image selection. Once the variation was selected, the brochure went through 10 revisions to ensure that the copy was reviewed, imagery reflected the copy in each panel and it was submitted and approved by the New York State of Health. The You First Brochure was finalized on April 25, 2019 where it was sent out for print.
To have this privilege of creating the first piece of a new campaign was truly successful.