Campaigning for a New Resource in Breast Health

When we first learned we would be working with Baptist Outpatient Services marketing team on their new Breast Center campaign, we were extremely excited. The center was to be the very first Baptist Health facility of its kind and was eagerly awaited. We had the utmost belief that our client would create an exceptional center and we were privileged to help in its branding and promotion.

This was a chance to help those with suspected or diagnosed breast cancer to, as the tagline suggests, get treated better at a place that would provide the respect and compassion they and their families deserve. We needed to create a look and feel that would separate itself from the competition, provoke an emotional response from the target audience and encompass the center as a whole.

Creative concepts began by a review of the facility’s interior swatches. The center’s bamboo floors stood out from the start as something to bring to the foreground. We started to see the center as a place to go for healing and soothing during a very difficult time and we wanted to reflect this in the creative.

Once the campaign’s ‘zen’ look and feel was established, a double page spread was created for placement in high-end lifestyle magazines. This was intended to resemble magazine editorial. Its title was ‘5 Reasons Why Not All Breast Centers Are Created Equal’, and we saw it as something our audience would read while relaxing on the sofa on a Sunday afternoon.

Elements such as white orchids, sage green bamboo leaves and the tagline treatment with a pink ribbon, a recognizable symbol of breast cancer awareness, all worked in conjunction to communicate the peacefulness of the center while also appealing to our target market.

The team at Mad 4 Marketing worked hard to make this a campaign of which to be proud. Spanish and English materials included a direct mail postcard, VIP invitation, physician preview reception invitation, mall signage, event banners, print ads for various community and regional publications, and collateral such as a breast health brochure, scheduling cards, thank you cards and a breast cancer information binder cover, as well as a landing page with banner ads on various geo-targeted websites.

Residents of the South Miami area were invited to tour the beautifully appointed facility at the grand opening, held on Saturday, June 27. People received free health screenings and witnessed a dedication ceremony with a live butterfly release, as well as dance performances from a local high school. They also enjoyed tea stations from around the world and snacked on dainty finger sandwiches.

The campaign was, and continues to be, a great success and we are glad to be involved in the creation of such an excellent resource for breast health. For more information about the center and to view the campaign’s landing page, visit

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