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Hospital Is a Touchy Subject for Duffy

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BOSTON Duffy & Shanley this week will break its first work for Beverly Hospital since winning the account in October.

The campaign, consisting of broadcast, print, direct mail and online executions, is essentially the same creative presented by the Providence, R.I., agency during last year's pitch. Work focuses on "touch points," events in various people's lives that brought them to the Beverly, Mass., medical center for care.

Two 30-second TV spots feature hospital patients and staff; one execution focuses on the facility's overall quality and range of services, the other on its cardiac care. In each case, the subjects explain the personal significance of a series of dates that move across the screen (birthdays, the day Beverly Hospital provided new services, etc.).

The print component is similar, taking frames from the TV ads and showing the subjects in close-up, along with their special date. One ad, for example, informs us that "10.19.01" was "The first day of the rest of Betty Crawford's life." Beneath her picture, text reads: "Through expert cardiac care and our Heart Failure Management Program, patients like Betty get well. And they get smart, so they can stay well. Betty went from an enlarged heart working at 20 percent capacity to having the blood pressure of an 18 year old."

The client is seeking to position itself as a state-of-the-art medical center on par with better known facilities in nearby Boston. An effort was also made to retain a friendly, community feel.

The campaign, which runs through June, does not have a tagline. Spots will appear on local TV stations, with print in The Boston Globe and smaller dailies and weeklies such as the Salem Evening News, Gloucester Times and the Newburyport Daily News. Spending is estimated at $500,000-1 million.

Duffy & Shanley succeeded the Boston office of KPC/Christopher Thomas on the business following a review last year that attracted significant attention from local shops. The contenders viewed the relatively small client as a potential creative showcase and a "safe" account in terms of long-term budget and stability.

Duffy & Shanley chief creative Peter Marcionetti handled art direction on the new work; creative director Michael Silvia wrote the copy.