San Francisco General Hospital Foundation
MacKenzie was selected to provide marketing strategy and creative services to support San Francisco General Hospital Foundation’s $175 million capital campaign. In addition to raising funds for this vital San Francisco asset, a second and equally important goal was to increase positive perceptions of San Francisco General Hospital (SFGH). MacKenzie developed a theme for the campaign – “Who answers the call?” – which served to underscore the vital role SFGH plays in the city’s health care infrastructure. The theme illustrated that SFGH is responsive to the needs of the city and the community, and that the city and community, in turn, can depend on SFGH in times of need, particularly in emergencies. San Francisco General Hospital is the city’s best-equipped facility, with the best-trained medical staff, to answer the call in the worst-case medical scenarios.
MacKenzie developed the following creative components to support the campaign theme and messaging: TV and radio commercials featuring prominent San Francisco stakeholders; a strategic street banner program tailored; print and web advertisements; billboards; and transit shelters.
Our work for SFGH has heralded a new public face for the venerable and vital hospital and trauma center.