3. "Saint Peter's Nurses"

Doctor patient

by Zack Budryk

Healthcare organization: Saint Peter's Healthcare System, New Brunswick, N.J.
Format: Visual/print, video

The "real people" approach can be equally effective for staff as for patients. Using a crisp, minimalist design that looks more like the kind of character one-sheet you'd find in a movie theater than a healthcare ad, this campaign highlights two of the Saint Peter's nursing staff, Avril Keldo and Susan D'Angelo, highlighting their duties and accomplishments (with accompanying TV spots). The healthcare system used a similar design in 2010 to highlight its doctors who were named among New Jersey Magazine's Top Doctors of the Year.

3. "Saint Peter's Nurses"

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