University of Chicago Medicine, Parallel Stories Campaign
University of Chicago Medicine is one of the leading cancer treatment centers in the nation. Their doctors live up to the tagline, The Best Minds in Medicine, but in the market, they were perceived as cold and lacking compassion. As part of a rebrand, an ad campaign was developed that put a twist on the conventional testimonial. The medical journey of both the patient and the doctor are told in tandem, giving a face to the men and women behind the white coat.
Patients and doctors of all ages and backgrounds were interviewed for the project. The copy was shaped from their individual stories. Whenever possible, exact quotes were used in print and radio.