We See You
Whitman-Walker Health
Transformed the Whitman-Walker “Aids Clinic” into a full-service health provider.
- Brand Development
- Creative Content
- Digital
- Social
- Radio
- Out-of-Home
Challenge
Whitman-Walker’s frontline work during the AIDS crisis gave them a national reputation as “The AIDS Clinic”. Our task was to expand their appeal beyond the LGBTQ community by crafting a new brand that would reintroduce Whitman-Walker Health as a full-service healthcare provider for anyone and everyone.
Strategy
In-depth interviews gave us insights into three core audiences: internal staff, patients, and the greater Washington, DC community. What emerged was a brand purpose centered on a single core message: “Whitman-Walker Health is open to all and has a passion to improve every life we touch.”
Solution
Our creative teams distilled the brand purpose into three simple words: “We See You”. Using distinctive photography and graphics, we emphasized that WW doesn’t see patients or illnesses; they see people for who they are and deliver the kind of compassionate care they deserve. We brought the creative to life with a comprehensive media campaign including programmatic digital, social media with video, print, radio and out-of-home advertising.
Impact
Whitman-Walker Health has greatly increased awareness as a preeminent urban healthcare provider in the Washington, D.C. area and dramatically increased demand for ancillary services, including dentistry, pharmacy and mental health.
Whitman-Walker Health focuses on the whole person, every step of their journey. So, in addition to the We See You brand campaign, we have also produced numerous supporting campaigns that embrace the spirt of the brand, while allowing for unique and empowering messaging for specific events, services and offerings.
