The Challenge

Longtime healthcare client, Franciscan, faced a nationwide rebrand driven by its parent organization, Catholic Health Initiatives. The family of eight hospitals, formerly called Franciscan Health System, would become CHI Franciscan Health. Our task was to educate current and potential patients about the new name, and re-launch the brand in a fresh and visual way.

Say hi to happy clients

From idea-generation and strategy, focus group testing through execution, GA drove a multi-phase campaign called, simply, “hi,” which celebrates the caring, compassionate connections of the doctor-patient and hospital-community relationships. Through cable and local TV, NPR and spot radio, transit ads, billboards, cinema and environmental ads, social media initiatives and a dedicated landing page, we told the stories of moments that matter using variations on the world’s most popular greeting – “hi” – as the unifying theme.


The buzz-worthy brand campaign was the first of its kind for the organization, unifying the health care providers within clinics and hospitals serving diverse urban and rural communities. With highly visible media and impactful creative, the success of the campaign is being gauged over time on measures of consumer awareness, perception shifts and advertising recall. The campaign effectively set the stage for future brand storytelling and engagement.




“With the right delivery, a single word can be more powerful than twenty.”

Karen Axtell | Principal