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Haggman Launches Healthcare Salvos

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BOSTON Haggman next week will introduce separate campaigns supporting two of its healthcare clients: Care New England and Kent Hospital.

The Manchester, Mass., shop crafted a 60-second TV spot for Care New England, a network of Rhode Island medical facilities that includes Women & Infants, Kent Hospital, Butler Hospital, CNE Wellness Centers and CNE Home Health. The commercial touts the nursing staffs of Care New England.

Scenes of nurses on the job as well as their patients are shown in the spot. Various people deliver voiceovers: "I can't tell you how much the nurses at Kent Hospital ... the nurses at Care New England Home Health have meant to me. When I was in labor for 18 hours ... When I was in a car accident on 95 ... When I needed care at home." The commercial concludes, "They were always there for me. Where would we be without these nurses? They were so incredibly reassuring. They are the finest nurses anywhere."

"We thought, 'What's the element that [the hospitals] all have in common?' It's nurses," said Emily Haggman, executive vp, director of client services at the agency. "Nursing is so important right now because of the [nursing] shortage. There's nothing better than having great nurses."

The TV spot targets adults 25-54 and will run on broadcast and cable stations in the Providence, R.I., area. Creative credits include Eric Haggman as creative director and copywriter and Ann Messenger as art director.

A print execution for Kent Hospital touts the fact that the Warwick, R.I., facility was recently named to the list of the Top 100 Hospitals in America by the Solucient Institute, a healthcare database service in Evanston, Ill.

The ad shows snapshots of doctors, nurses and patients and reads: "Our dedication to excellence, our devotion to the individual patient has never been better expressed. Kent Hospital has just been named one of the Top 100 Hospitals in America. Congratulations to the doctors, nurses and staff who have made this recognition possible."

The work will run in the Providence Journal and other community newspapers.