Providence St. Mary Medical Center asked CMBell Company to partner with them on the launch of their new regional spine center—the first of its kind in their community. The message had to:
- Catch the reader’s attention.
- Connect the words “spine center” to back or neck pain. We couldn’t assume that people would make that connection since this is a new product category in this community.
- Be distinctive.
- Be reduced to just seven words on an outdoor board.
In this campaign, the "blue man" image communicates back pain. Its distinctive, dominant nature makes it a strong anchoring visual for the campaign in lighted airport displays, outdoor, print ads, collateral and direct mail. The text uses alliteration and strong consonants and plays on the double words of this unique community name to create a memorable message.