CHICAGO The American Medical Association is encouraging people to show appreciation for their doctors—and possibly increase its own membership—via a $20 million advertising campaign from Arc Worldwide here.
The campaign from the Chicago agency, which launches this week, features a television spot, print ads, direct marketing and an online component. The TV ad shows doctors and patients together as a voiceover says, “It may be as simple as a broken bone, or as complicated as a heart that stops beating. But every day, our doctors are there, helping us heal.”
Print ads depict doctors and their patients together. One ad encourages people to visit the AMA’s Web site to download a “Thank you” card for patients to give to their doctors. “When was the last time you let your doctors know you appreciate all that they do for you and your family?” asks one ad.
Another execution tells of a 92-year-old patient who can still play with his grandchildren, thanks to his doctor’s hard work. The ad encourages people to share stories about the “heroic work” their doctors are doing.
The Chicago-based organization is spending $20 million on the effort, which will run through next July. As the group is facing dwindling membership, the effort is intended to educate people about how it helps doctors help patients, according to AMA officials.
Starlink in Chicago, Arc’s Publicis Groupe sibling, handles media duties.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity