New Work: IU Health Goshen "Often Imitated, Never Duplicated" Campaign

Laughter truly is the best medicine.

That was our approach to a recent challenge for Indiana University Health Goshen Center for Cancer Care.

Cancer is no laughing matter, that is for sure. And health care organizations should not make empty promises or claims when it comes to this kind of care, either.

That is a philosophy IU Health Goshen Center for Cancer Care has always upheld, but when local competitors began claiming to offer the same kind of compassionate, integrated, team-oriented, patient-centered care as Goshen, our client decided it was high time to call their bluff.

Although IU Health Goshen has been attacked in smack-down campaigns by competitors in the past, they have always elected to take the high road. So imagine our surprise when they told us they wanted to be “more direct” in addressing the misleading claims of their counterparts.

The challenge: how do you expose competitors on their untruths while maintaining integrity?

TAD’s shockingly simple solution: sophisticated humor.

Enter: the metaphorical parrot.

Yeah, you know, the talking bird that never says anything original; it just repeats what everyone else says.

Here’s how things turned out...