5. "Choose St. Mary's"

by Zack Budryk

Healthcare organization: St. Mary's Healthcare System, Athens, Ga.
Format: Visual/print

This series of ads combines the "personal stories" angle with an approach that emphasizes the exclusive services the system offers; for example, this ad uses the story of "Jamie" to both put a human face on St. Mary's services, but also to go into detail about those services, in this case its robotic surgery department. This campaign cuts right to the heart of the matter: it tells you specifically what the system can do for you, and then offers an example of someone it's worked for and how.

5. "Choose St. Mary's"