New Campaign Paints Hopeful Picture of Neurological Diseases
Barrow Neurological Institute’s new advertising campaign uses colorful, original body paintings to illustrate the amazing medicine offered at Barrow and the hope that Barrow’s staff gives patients who travel from all over the world for the expertise and care at the Institute. Barrow is part of Dignity Health St. Joseph’s Hospital and Medical Center in Phoenix.
Designers of the campaign said they recognized that it is difficult to engage consumers with health care advertising, especially regarding specialized topics. So, they decided on a surprising approach to pull the audience into Barrow’s strong message.
The use of body painting is unexpected for medical promotions, but it is an excellent fit, designers agreed, for the sophisticated medicine provided by Barrow. When combined with the expressions of the subjects, the ads are designed to leave viewers with a sense of hope and confidence.
“We wanted people to know that we will always push the boundaries of neurological science and medicine to give patients the best possible results,” says Teresa Davia, director of Barrow marketing. “We want our patients to feel optimism, hope, and confidence. And that is what these ads do.”
A number of Barrow physicians were interviewed prior to the campaign about their vision for the advertising campaign. They said they wanted the designers to illustrate the complex medicine that is performed at Barrow and the dramatic difference it can make in patients’ lives.
The artwork was actually hand painted on the skin of the subjects of the ads by a nationally recognized artist, Tamara Morrison, who is best known for her work painting backdrops in the film industry. Morrison calls this the most unique body painting project she has have ever done and says she’s very proud of the new Barrow ads. The campaign was created by the Prairie Dog Agency.