DNP Highlights Hospital's Care for Women | Adweek DNP Highlights Hospital's Care for Women | Adweek
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DNP Highlights Hospital's Care for Women

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ATLANTA Davis Newman Payne focuses on the unique healthcare needs of women in its new campaign for the University of Tennessee Medical Center.

The Knoxville, Tenn., shop said it has developed a campaign for the local hospital that showcases its Center for Women's Health and introduces a new program of centralized and coordinated women's services. DNP's work includes two 30- and two 15-second television commercials, two print ads and one radio spot.

"Keep It Together" shows women in the roles like wife, mother and professional. "Symbol" features snapshots of a woman during various stages of her life. Both 30-second spots were designed to demonstrate how the center understands the different needs women experience at different times in their lives, according to DNP.

"High-Risk Pregnancy" and "Low Risk" present depictions of birthing situations that require different types of care. These spots also demonstrate how the hospital staff responds to unique circumstances.

Tommy Gibbons, producer at DNP, directed the commercials. All were filmed on location at the UT Medical Center and incorporate actual doctors and nurses, according to the shop.

"It would be virtually impossible to shoot commercials like these without a tremendous amount of help from the client," said Adele Sensing, account executive at DNP. "We are very fortunate to have some very capable and dedicated people to work with at UT Medical Center."

UT Medical Center's campaign launches this week, DNP said. Print ads will run in Tennessee newspapers, while broadcast spots will air on local stations.

Campaign spending was not disclosed.