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.