Problem:
The good people of western Pennsylvania don't think Allegheny Health Network is as good as UPMC Health System.
Solution:
Show people the doctors, patients, and stories that make AHN a top-rated hospital system — in other words, show them the Living Proof.
Through TV, radio, OOH, digital media, and some truly incredible experiential actions, we not only changed perception, but picked up some awards along the way.