Campaigns
Through a fact-finding mission, we recognized key differentiators identified by employees: patients are treated like family, compassionate care, and providers' reputations. We realized an internal conflict—staff members did not know what separated them from their competitors. The decision was made to launch an internal campaign among the staff, so “I Pledge” was born. The rollout began internally with a focus on every employee creating a pledge. By creating a common sense of purpose and identity, ABCS would build brand ambassadors who reflect the brand's spirit and persuade consumers to believe they will receive superior cancer care at ABCS because of those key differences. Everyone makes a Pledge and behind every Pledge is our commitment.