Dignity Health's Sacramento service area was looking for a multi-channel campaign to promote their weight loss surgery services and drive potential patients to a service line microsite. We knew the digital channels offered an opportunity to do something fun but we had to create something that would lock attention for a few seconds to get the message across. The campaign audience was diverse and we needed to appeal to many types of people but they all had one thing in common — a reason to have weight loss surgery.

We ran with the idea and created a series of benefits that a person could gain from losing weight. These ideas were beautifully brought to life as hand-lettered ideas to add an authentic, personal touch to the message. This carried most of the visual impact, allowing the message to literally speak for itself. The digital campaign was complemented with direct mail, which tied more closely with the brand's core messaging and identity.