Kennedy Health System

Information / Credits

A new advertising campaign for the Kennedy Health System, Voorhees, N.J., touts the recently merged resources of Kennedy Neuroscience Center of Southern New Jersey and Jefferson Neuroscience Network, and that merger’s life-saving impact on the health needs of Southern New Jerseyites. The campaign is by advertising agency LevLane, Phila. A :30 TV commercial highlights the faster response times—critical in neurosurgery—that a local facility and heli-pad enable. We see the helicopter and ground teams that rush a stroke or aneurism victim to the OR, and get a glimpse of the dedicated neurospecialist team and state-of-the-art resources waiting there. The commercial closes with the message, “This is a life-saver for our community,” and the tag, “When moments matter, we’re ready.” That new readiness addresses an acute Southern New Jersey need. Gloucester County, home to one Kennedy Health System facility, and neighboring Salem County have the state’s highest stroke death rates. Previously, over 400 neurosurgery cases a year had to be transferred out of the Kennedy Health System, primarily to Philadelphia hospitals. The commercial targets women 25 to 54, and runs during primetime on four broadcast networks (ABC, CBS, Fox, NBC) on shows including Biggest Loser, The Voice, The Bachelor, et al., and on sports programming to include the Summer Olympics. It will also run on cable networks including A&E, Family, Food Channel, HGTV, Lifetime, TLC, TNT and USA. Additional support advertising includes full pages and fractionals in local newspapers and magazines, and outdoor billboards at Interstate and primary thoroughfare locations. Creative credits go to LevLane chief creative officer Bruce Lev, creative director Deb Racano, art director Lori Miller, and copywriter Jerry Selber. The director is Jim McGorman of Accordion Films.

Client: Kennedy Health System, Voorhees, N.J. Agency: LevLane, Philadelphia Brief: Merged resources of Kennedy Neuroscience Center of Southern New Jersey and Jefferson Neuroscience Network Strategy: Highlight the faster response times—critical in neurosurgery—that a local facility and heli-pad enable. Need: Southern New Jersey’s Gloucester County, home to one Kennedy Health System facility, along with neighboring Salem County, have the state’s highest stroke death rates. Previously over 400 neurosurgery cases per year had to be transferred out of the Kennedy Health System, primarily to Philadelphia hospitals. Execution: TV :30 Four broadcast networks, primetime (Biggest Loser, The Voice, The Bachelor, et al.) and sports, including Summer Olympics. Cable networks including A&E, Family, Food Channel, HGTV, Lifetime, TLC, TNT, USA. Tag: “When moments matter, we’re ready.” Support print: Full page and fractionals Area newspapers and magazines. Outdoor: Billboards from 12’ x 25’ to 20’ x 60’ Interstate and primary thoroughfare locations. Target: Women 25 – 54 Market: Southern New Jersey CCO: Bruce Lev CD: Deb Racano AD: Lori Miller CW: Jerry Selber Prod./Post Co.: Accordion Films, Penn Valley, Pa. Dir.: Jim McGorman D.P.: Adam Richards Exec Prod.: Jim Huie Editor: Steve Wheelock Color Correct: Shooters Post and Transfer, Phila. Telecine Artist: Janet Falson Breaks: March, 2012 Continues: into 2013