University of Washington Physicians

UW Physicians wanted to increase enrollments, but had two big hurdles to clear; their story of excellence was too big to tell in conventional print or radio spots, and the public had a pre-existing belief that doctors from the UW were strictly specialists who didn’t offer primary care. 

U-Card Campaign. We invented the U-Card, a single advertising symbol that represented access to UW Physician care for anyone who requested it. In print, the U-Card became a central visual when first introduced. Later, it became part of the brand’s visual signature. In radio, getting a U-Card was the call-to-action for a spot so successful that the client’s phone lines became overloaded, forcing us to cut back on the media investment to ensure that calls could be answered in a timely manner.