St. Vincent Health System Gets ‘Inspired’

DALLAS Mangan Holcomb Rainwater Culpepper launches its “Inspired” campaign today for St. Vincent Health System. This is the client’s first new major campaign in five years, the agency said.

The Little Rock, Ark.-based shop has created four 30-second TV spots for the client, an Arkansas network of hospitals, primary-care clinics and a home-health agency. Besides smaller projects, this is the first campaign the agency has done for the client since winning the account back in January, the agency said.

The spot “Human” opens with rich black-and-white images of doctors, nurses and patients. Set to evocative music, the original composition blends old-world Latin and modern instrumentals. The lyrics translate to “The healing mission of Christ inspires.”

As images of St. Vincent’s doctors and patients flash across the screen, a voiceover says, “You are a human. Mind … body … soul. Not a bed … a chart … or a diagnosis. … You are not a procedure. You’re a person … with memories … abilities … plans. You are a human. With a mind … a body … a soul. You are why we are here.”

The spot finishes with the simple tagline, “Inspired.”

According to Chip Culpepper, shop creative director and svp, St. Vincent operates in an extremely competitive healthcare market.

“Its competitors are well-defined by their advertising, and they have saturated the market. We wanted this new campaign to be radically different and to stand out in the crowd as something special,” he said.

Other campaign components are print, radio, outdoor and Internet executions. “Inspired” will break throughout the central Arkansas area and run for at least a year, Culpepper said. The print ads will run in publications such as the Arkansas Democrat-Gazette, Arkansas Business, At Home In Arkansas and Active Years.

St. Vincent Health System is sponsored by Catholic Health Initiatives, a national nonprofit healthcare organization with 68 hospitals and 48 other facilities in 22 states.

Spending for the effort is undisclosed.